Samsung C&T Opens 'Lemaire' First Flagship Store in Hannam-dong, Korea

‘Il Buseto’ and ‘Medeeren’ Collaboration Products Showcase ‘Flagship Exclusive Items’

Samsung C&T Fashion Division's French brand ‘LEMAIRE’ announced on the 28th that it has opened its first flagship store in Korea in Hannam-dong, Seoul. This is the second flagship store worldwide, following the opening of the flagship store in Paris, France, last March.

The reason LEMAIRE chose Seoul as the location for its second flagship store is that Korea is the country with the highest sales worldwide and due to the recent increased interest in K-fashion, attracting significant attention from fashion enthusiasts globally. Among global brands, Korea's fashion market is recognized as a market with excellent potential alongside fast fashion trends.

Under the clear philosophy of ‘making clothes for everyday life,’ LEMAIRE aims for collections that are restrained and subtle in design but harmoniously blend various elements from both Eastern and Western cultures. Therefore, the first flagship store in Korea was opened in Hannam-dong, a place where both Korean and global cultures can be experienced simultaneously.

At the Hannam flagship store, LEMAIRE especially showcases the 2023 Fall/Winter season collection and exclusive collaboration products available only at this store. These include bags, card cases, and AirPods cases in collaboration with the Italian leather accessory brand ‘IL BUSSETTO.’ Among them, the Honey Ginger color is sold exclusively at the Hannam flagship store worldwide. Additionally, for the first time in Korea, diffusers and candles in collaboration with the French brand ‘MAD ET LEN’ are exclusively available at the Hannam flagship store.

LEMAIRE transformed a two-story house built in the 1970s, approximately 69 pyeong (230㎡) in size, into a comfortable and cozy flagship store. Through the space of a ‘home’ that breaks down the boundaries between a house and a boutique, LEMAIRE’s collection is harmoniously presented. Collaborating with Im Tae-hee, an architect and space designer from Korea’s ‘LTH Studio,’ who reinterprets traditional crafts with a modern perspective, they created a sensuous space where LEMAIRE’s meticulous curating and traditional Korean elements blend harmoniously.

The store is located amid a spacious garden surrounded by pure white brick walls. Inside the store, elements showcasing Korean craftsmanship are placed throughout, including walls filled with hanji paper made from the bark of the oriental alder tree, lacquered furniture, and quilted curtains stuffed with cotton. The cozy interior, illuminated by soft natural light and overlooking the green garden through glass windows, offers a peaceful atmosphere as if arriving at a warm resting place.

Furthermore, to strengthen the brand’s authenticity and inherent identity, signature elements from the Paris flagship store were identically applied to the Hannam flagship store, emphasizing connectivity among stores worldwide. The space was created with elegant yet functional elements that fully convey the brand’s sensibility, such as chairs combining domestic wood with Enzo Mari’s design, abaca mats woven from natural fibers, and warm-toned Bezmat tiles.

Nam Ho-sung, head of Samsung C&T Overseas Merchandise Team 4, said, “In Hannam, a place frequently visited by premium-oriented MZ generation and fashionistas and where global culture can be experienced, we will communicate sincerely with domestic customers and promote the brand’s philosophy and identity.”

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