[Courrèges] First ever store opening in South Korea at Shinsegae Gangnam
- Courrèges opens its first standalone store in Asia on the 3rd floor of Shinsegae Gangnam
- All-mirrored fitting room offers a club-inspired light and music experience
- New store concept takes inspiration from the iconic brand’s aesthetic and will serve as a blueprint for future store openings
Courrèges, an iconic French fashion house, is pleased to announce that it has opened its first exclusive store in Korea on the 3rd floor of Shinsegae Department Store Gangnam on September 8th. It is the brand's fifth store in the world after Paris, France, the brand’s home, and New York, and the first in Asia. The store is built as an experiential space where customers can enjoy and feel the brand's products, targeting young and trendy customers.
Located on the 3rd floor of Shinsegae Gangnam, this new store draws its inspiration from the codes established with Courrèges’ artistic director Nicolas Di Felice for the historic flagship store Rue François Premier in Paris, which reopened in September 2020. The concept is based on the iconic color white, creating an enveloping atmosphere.
The store is divided into two contrasting spaces. A calm, minimalist product display area in a solid white color highlights Courrèges’ garments, while the contrasting fitting room area is made up of faceted mirrors on four sides, evoking a clubbing ambiance dear to Nicolas Di Felice, and responding to Courrèges’ emblematic white monochrome atmosphere.
There are two buttons in the fitting room that can be used to switch to different modes depending on the outfit and mood of the customer. Press the "Club Mode" button and the fitting room will be filled with flashy lights and muffled beats recorded in a club, offering a unique experience reminiscent of the House’s strong connection with electronic music artists.
When you press the second "Beauty Mode" button, the interior goes completely dark, revealing a large beauty LED ring. The illuminated beauty ring and mirrors all around create a more intimate light atmosphere, inviting customers to share pictures while wearing their new Courrèges’ outfits.
Courrèges Shinsegae Gangnam is the only store in Asia to feature the entire Fall-Winter 2023 women’s collection. Women's apparel as well as men’s apparel, fashion accessories such as shoes, bags and jewels are all available in one space to fully experience the brand's essence. The store will also feature Courrèges’ new fragrances in the coming weeks.
Courrèges’ Fall-Winter 2023 collection is staged as a ceremony of light and enlightenment which unveils the inner workings of its ever-evolving wardrobe. An exercise in holistic realism, it conjures a space where rites meet routines in a reflective journey to unleash one’s inner light.
The collection emerged from the curved stance of a body cloaked over a screen. Derived from the Fall-Winter 2023 co-ed pre-collection, this gesture structures the shape of daywear archetypes - a jean jacket, a pin-striped suit coat, a shearling blouson - projecting their volume outward to shield the body from the world.
William Kim, CEO of Shinsegae International declared, "This store will not just be a place to buy products, but it will be a fashion playground where you can experience the true value of the brand and feel joy and excitement visiting the store." "We plan to carry out various experiential marketing activities to establish it as a mecca for Generation MZ and a must-visit hotspot."
“We are extremely proud to open our first-ever store in South Korea, in the most prestigious department store, Shinsegae Gangnam. This store opening marks the beginning of a new era for Courrèges expansion in Asia, supported by our strategic partnership with Shinsegae International, as Seoul has become a global epicenter for new trends in fashion, luxury and entertainment.
Our store concept will allow our amazing fast-growing community in Seoul to truly experience the brand and our collections, and paves the way for future cultural events and projects” said Adrien Da Maia, CEO of Courrèges.