'Hongdae Paepi' Style Targeted... Designer Brand Gathering 'Type Eleven' Opens

Highlight Brands Debut Fashion Complex Cultural Space
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Shop Brands Like Marithe, Kim, Kodak All in One Place

Highlight Brands, which operates clothing brands including Malbon Golf, announced on the 21st that it has opened a fashion complex cultural space called ‘Type Eleven’ in Hongdae, Seoul.

Type Eleven, introduced for the first time by Highlight Brands, is a space that gathers designer brands that have gained sensational popularity both domestically and internationally. It plans to regularly showcase domestic products and develop into a place where brands and consumers can communicate.

To this end, Highlight Brands selected a location in the Hongdae commercial area in front of the main gate of Hongik University, making it easy for trend-sensitive domestic and international people in their 20s and 30s to visit. The number 11 in Type Eleven refers to the building’s address, ‘Hongik-ro 11.’ Type Eleven has a total floor area of 376㎡ (approximately 114 pyeong) across three above-ground floors. Artificial partitions were removed to allow free experience of products regardless of brand distinction.

The first floor features a permanent ‘Collaboration Popup Zone.’ The popup zone is operated with a focus on experiencing the latest trends. It introduces new content every month through collaborations across industries such as fashion and food & beverage (F&B). In the second half of the year, it plans to showcase a diverse lineup including collaboration products with K-food company Luerang and Kodak Apparel, traditional liquor from Seonsan Brewery, and brands like Diod Apparel.

The second and third floors are composed of carefully selected fashion brands based on Highlight Brands’ curation competitiveness. Brands such as Matin Kim, Kodak Apparel, VIVASTUDIO, Marithe Francois Girbaud, Setter, Physis, Ohos, and Stance Seoul are housed there.

Highlight Brands set the popup fees at the industry’s lowest level so that various domestic brands can explore possibilities and meet consumers at Type Eleven without bearing large costs.

Lee Joon-kwon, CEO of Highlight Brands, said, “We will continuously communicate with domestic and international consumers by discovering and collaborating with competitive domestic online and offline brands and showcasing them as high-quality content in the first-floor popup zone. We will nurture this as a forward base to introduce domestic brands sought by overseas consumers to the global market.”

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