H&M opens a playful new fashion space in Seoul, South Korea

Spanning three floors, the space brings together fashion, art, and innovation in a setting that reflects Seongsu’s industrial heritage and creative energy. Each level offers new ways to experience style, from curated studio edits and installations to interactive fitting areas and digital touchpoints that make exploration seamless and inspiring. 

The store showcases a curated selection of fashion-forward collections, alongside exclusive pieces from H&M’s collaboration with Glenn Martens. It also debuts the Fall “Asian Hub” Capsule, designed by H&M’s in-house Asian creative team and photographed in Seoul, highlighting clean outerwear, sculptural tailoring and tactile textures. 

A top-floor creative space will host local talents, artists and creators, turning the store into an evolving cultural platform that celebrates Seoul’s dynamic rhythm. 

The opening of this unique destination in Seongsu, Seoul, is a true milestone for H&M. With storytelling, a curated assortment and elevated interior features, this store is a space where fashion is playful, personal and connected to culture.”  

Daniel Ervér, CEO, H&M Group 

Blending global design with local creativity, H&M’s Seongsu concept represents a new kind of fashion experience — one shaped by innovation, collaboration and the spirit of Seoul itself.