Ami Paris is continuing its flagship opening programme but instead of Europe, this time it has turned its attention to Asia with a debut in Seoul. It has just opened its new multi-level flagship in the heart of Hannam at 45, Itaewon-ro 55ga-gil, Yongsan-gu.

And it said this “signals a meaningful evolution for the brand’s retail experience: spanning over 425 sq m, it stands as Ami Paris’s largest flagship globally, introducing a Parisian wardrobe and gathering place rooted in the timeless principles of Korean Hanok architecture”.

It added that the space “embraces Seoul’s cool contemporary soul, connecting with a culturally rich neighborhood and a style-attentive crowd who value effortless elegance, art, and discovery”. 

Intended to be more than a traditional boutique, the venue is conceived as an “urban haven and welcoming residence, representing a respectful adaptation to the local context, with a unique sense of intimacy and togetherness”.

It’s certainly an interesting design. Visitors are guided from the street through an underground passage, emerging into the Ami Garden (“a curated oasis of local flora including rowan and maple trees”) before “ascending to the main entrance. This transitional ritual marks a shift from the city’s pace to a serene, breathing space”.

The design concept is based in traditional Hanoks, “creating a cosy atmosphere through a refined interplay of materials: dark oak, granite, and Maljat stone, accented by Ami Paris’s signature elements of beige limewash, gold, champagne gold and mirror finishes”. 

Custom wooden furniture and low-slung seating areas are designed to invite visitors to linger, while bespoke paper lighting, evocative of traditional Hanji, “bathes the interiors in a soft, diffused glow”.

The store also inaugurates an artist residency in collaboration with the Pipe Gallery. Talents “will be invited to engage with the space, ensuring the Ami Paris home remains a dynamic site of cultural conversation”.

At launch, the presentation features the work of Korean-French contemporary artist Chansong Kim.