Style / Fashion

Saint Laurent Opens New Flagship Store In Seoul

The new flagship boutique will feature Jung Lee’s artwork based on the message from the brand’s SS21 womenswear collection.

May 06, 2021 | By Joseph Low
Image Credit: Courtesy of Saint Laurent

Korean artist Jung Lee has partnered with Saint Laurent to create an installation for its newly opened flagship store located in Seoul, South Korea. Best known for her photographs of text-based light installations, Lee’s artwork in the form of a message from the brand’s womenswear Summer 21 collection, ‘I wish you were here’, takes the centre stage. 

The two-level flagship store, situated along Seoul’s shopping district, is built with black-and-white marble walls and floors. Glossy and matte shelvings are also installed as well as suspended hanging rails. A selection of the brand’s Rive Droite pieces also decorated the space and overall, it is a reflection of the “minimalist and timeless sophistication of the Art Deco style.”

Image Credit: Courtesy of Saint Laurent
Image Credit: Courtesy of Saint Laurent
Image Credit: Courtesy of Saint Laurent

The inauguration was a star-studded affair with numerous Korean celebrities spotted including Rosè, the recently appointed global ambassador for the high-end fashion brand. The BLACKPINK member was immaculately dressed in a black blazer over a polka dot shirt and a pair of pleated black shorts. To round up the outfit, she accessorised with a golden chain belt and a hobo bag.

The boutique offers a wide selection of products ranging from the brand’s ready-to-wear, leather goods and accessories for women and men collections.

Saint Laurent Cheongdam Boutique

436 Apgujeong-ro

Gangnam-gu, Seoul, South Korea

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