With British Sensibility Intact... LF Hazzys Opens London 'Haymarket' in Myeongdong

Held at Myeongdong Flagship Store 'Space H'
Hazzys Branding Initiative... Opportunity to Experience Upcycling Products

LF's HAZZYS announced on the 7th that it will open a concept store themed around London’s ‘Haymarket’ street on the first floor of its Myeongdong flagship store, ‘Space H.’

HAZZYS has been actively pursuing various branding efforts recently to deliver the brand’s British heritage to customers in a fresh way. This concept store is also part of that ongoing project.

Hazzys SpaceH Haymarket exterior.
[Photo by LF]

Located in Myeongdong, HAZZYS’s brand flagship store ‘Space H’ was established in 2018 to share the core values and philosophy of the HAZZYS brand. Spanning approximately 1,200㎡ from the first floor to the outdoor rooftop space, it is characterized by offering a comprehensive experience of fashion as well as various lifestyles and cultures all at once.

The newly established concept store on the first floor uses ‘Haymarket,’ one of London’s distinctive streets, as its main theme to faithfully recreate British sensibility. For the opening of this concept store, HAZZYS formed an internal task force team mainly composed of trend-sensitive employees in their 20s and 30s from the MZ generation.

The HAZZYS K-Market concept store is a space that reinterprets a vintage London shop with HAZZYS’s unique sensibility, where customers can find upcycled products made from existing HAZZYS items and customized goods. Various spaces have also been prepared to enhance visitors’ brand experience and engagement.

HAZZYS’s upcycled products were created in collaboration with the upcycling fashion brand ‘T.B.O.S’ led by deconstruction artist Yoon Kyung-deok. The 20-piece artwork involved dismantling and reconstructing HAZZYS’s inventory items one by one. To this end, artist Yoon Kyung-deok personally sourced old HAZZYS products from vintage markets.

The store also features a sculpture upcycled by artist Yoon Kyung-deok in the shape of HAZZYS’s brand symbol, the English Pointer (dog). The collaborative capsule collection themed on upcycling and the large sculpture will be exhibited until Wednesday, the 22nd. A hands-on zone where visitors can create one-of-a-kind upcycled items using HAZZYS’s inventory items has also been set up.

Yoon Jeon-hee, head of HAZZYS’s business division and leader of this concept store project, stated, “Starting with ‘Haymarket,’ we will continue to establish ‘Space H’ as a representative landmark in Myeongdong through new concepts and enjoyable customer experiences.”

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