'Completely Transformed' The Hyundai Seoul, Largest Renovation Since Opening

Open YY and Sansan Gear Join K-Fashion
Louis Vuitton Mens and Prada Mens Join Men's Luxury Brands

The Hyundai Seoul is undergoing its largest revamp since opening. The plan is to solidify its status as a 'Young & Luxury' department store by introducing not only brands previously available only online but also numerous global luxury brands.

Hyundai Department Store announced on the 21st that starting with Fear of God and Comme des Gar?ons on the 22nd, it will sequentially introduce about 40 brands by the end of the year at The Hyundai Seoul.

Exterior view of The Hyundai Seoul.
Photo by Hyundai Department Store

Through this MD revamp, The Hyundai Seoul plans to offer customers a new shopping experience by focusing on ▲K-fashion ▲global luxury brands ▲popular food and beverage (F&B) brands.

The most notable space is the Creative Ground on the second basement floor. First, Hyundai Department Store will open the first department store locations of K-fashion brands popular on social media (SNS) here. 'Open Y.Y.' and 'Sansan Gear,' which will open within this month, are representative examples.

Open Y.Y., launching on the 28th, is a fashion brand favored by famous celebrities for their daily looks and has gained popularity. Sansan Gear, a street fashion brand launching on the 29th, is attracting significant attention from the MZ generation (Millennials + Generation Z) thanks to the recent trend of Gorp Core (wearing outdoor clothing naturally as everyday wear).

Prior to this, The Hyundai Seoul opened the first department store locations of the men's casual brand 'Politeru' on the second basement floor in August and 'Artist Complex,' a combined fashion store and caf?, earlier this month. By the end of this year, about 10 additional K-fashion brands, including 'Stand Oil' and 'Annies,' will be introduced.

Global luxury brands will also be strengthened. By the end of this year, men's luxury stores such as 'Louis Vuitton Mens' and 'Prada Mens,' as well as new contemporary brands like 'Max Mara' and 'Eleventy,' will open. Among beauty brands, 'Prada Beauty' is scheduled to open.

Well-known F&B brands will also newly enter. On the 14th of next month, the bagel specialty store 'London Bagel Museum,' which sparked an open-run craze, will open its first store in Seoul's western commercial district. Exclusive dessert products available only at The Hyundai Seoul will also be sold here.

A Hyundai Department Store official said, "Customer trends are rapidly changing recently, and as brands that were popular at The Hyundai Seoul's opening have also entered other distribution channels, it has become necessary to attract differentiated brands. Considering that about 40 brands have entered since August, this is the largest MD revamp since the second half opening of this year."

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