After taking over the windows at Galeries Lafayette earlier this year with the “Sempre Legati” collection, Marine Serre is stepping up its global presence. The independent French brand announces the opening of its first flagship store.

Less than a month after opening a shop-in-shop at the Parco department store in Shibuya, Tokyo, the brand, founded in 2016 by its eponymous designer, unveils a two-storey store in Seoul. In collaboration with the architecture and design agency Sybarite, the designer has created a space in the Hannam-dong district, structured around four themes — initiation, anticipation, transformation and rebirth — according to a press release, with the crescent moon, the brand’s symbolic logo, woven throughout.

“The journey begins at the portal, a monumental gateway conceived as a threshold between the everyday and the universe of Marine Serre. (…) Made from mirror-polished stainless steel in the shape of a crescent moon, it radiates both strength and mysticism, setting the tone for what lies beyond. Inside, a wishing fountain invites visitors to toss Marine Serre coins into a luminous pool for good luck,” the brand explained.

“Spread over two floors, the flagship combines raw materiality with refined craftsmanship. Curved LED panels, velvet niches and mirror-polished steel displays punctuate the architecture, evoking metamorphosis and transformation.”

Mannequins, integral to the concept, are positioned throughout the boutique as if they were its inhabitants. The aim is as much to showcase the brand’s universe as to offer a true experience. The space also reflects the designer’s responsible vision.

“Fitting rooms envelop customers in a cocoon of red velvet, while sculptural staircases transform circulation spaces into theatrical installations. Stone-paved outdoor terraces, embellished with plants and flowers, extend the journey beyond the interior, expressing the House’s dialogue with the natural world.”

For Marine Serre, selecting South Korea for this concept store is a strategic decision. It is one of the brand’s major markets (along with China, Japan and the United States). This opening in Seoul, which featured an event that drew several international celebrities, including the actor Rowoon, confirms the brand’s ambition to establish a foothold in Asia.

The brand, which boasts some 200 retailers worldwide, is opening in a neighbourhood already home to Gucci, Lemaire, Diesel, as well as Aesop and the upmarket multi-brand retailer Meclads.