ERDEM to open its first store in seoul

ERDEM TO OPEN ITS FIRST STORE IN SEOUL

ERDEM is delighted to announce the opening of its first store outside of London, in Seoul, South Korea on 30th August 2024.

The store will be located at Shinsegae Gangnam, at the heart of Seoul’s Gangnam district and will span 762 square feet. The store is by London based design architect P Joseph, responsible for the brand’s South Audley Street flagship.

Erdem Moralioglu says “I’m thrilled to be opening my first store outside of London. Seoul is one of my favourite cities in the world and it’s an exciting step to have a new home in South Korea. I’m delighted to open a store in a city that I find so inspiring.”

The Seoul store mirrors design elements of the London flagship, with a desire to evoke a feeling of home for the ERDEM woman. Art pieces and books selected from Erdem’s personal collection sit alongside bespoke furniture pieces. A folding screen features a copy of a portrait painting of Erdem’s late mother, by British artist Kaye Donachie. The original oil painting lives in Erdem’s South Audley Street store.

The store uses ERDEM’s specifically developed soft blue hue, a tone inspired by Georgian era interiors, with warm cedar wood details and brass fixtures sitting alongside custom-designed mannequins in pale alabaster.

The store will open in partnership with Shinsegae International and will stock the brand’s Pre-Fall 24 and Autumn-Winter 24 ready-to-wear and accessories collections.