Samsung C&T's 'Comme des Gar?ons' Renovates Hannam Flagship Store

Second Renewal Opening Since 2010 Launch
Operating 16 Domestic Lines and New Designer Brands

COMME des GARCONS, operated by Samsung C&T Fashion Division, announced on the 31st that it has undergone its second renewal this year following the one in 2017, since opening its flagship store in Hannam?the largest in the world at approximately 274 pyeong?in 2010.

Through this renewal, COMME des GARCONS plans to expand communication with the younger generation while authentically conveying the philosophy the brand pursues.

The brand composition on each floor from the 1st to the 5th floor has been changed to bring freshness to the store. A tunnel between floors has been designed as a space to showcase the seasonal brand concept, delivering a unique retail experience exclusive to the brand to customers.

The 1st floor is composed of the CDGCDGCDG line featuring bold typographic logos, while the 2nd and 4th floors house new designer brand products such as Elena Dawson, ?cole de Curiosit?, and Airey. The 5th floor offers a space for diverse brand experiences with COMME des GARCONS accessories and lifestyle products, including Aoyama bags, wallets, and perfumes. The flow throughout all floors has been structured so that customers do not miss any brand products or content inside the store, emphasizing a gallery-like atmosphere.

Additionally, COMME des GARCONS operates all 16 lines currently available in Korea at the Hannam flagship store. Customers can experience all lines, including the longest-standing women's collection COMME des GARCONS, the PLAY COMME des GARCONS known for its heart logo with eyes, Homme Plus, Junya Watanabe, and Noir Kei Ninomiya.

Unlike the global COMME des GARCONS, the Hannam flagship store features not only the COMME des GARCONS line but also natural brands, street fashion brands, and sneaker brands that harmonize well with COMME des GARCONS’ design philosophy.

Yoo Hee-jung, Head of Overseas Merchandise Team 2, said, “For over 50 years, COMME des GARCONS has maintained its unique brand value beyond time through Rei Kawakubo’s original design philosophy. This renewal focused on restructuring retail to communicate more actively with the younger generation, aiming to provide an attractive experience that showcases the brand philosophy to all customers visiting the Hannam flagship store.”

Meanwhile, COMME des GARCONS will operate a ‘CDG Seongsu’ pop-up store exclusively featuring the street casualwear-based CDGCDGCDG line on the 1st and 2nd floors of Stage35, a complex cultural space located in Seongsu-dong, Seongdong-gu, Seoul, covering approximately 40 pyeong (132.23㎡) until December.

This content was produced with the assistance of AI translation services.