SEOUL — Massimo Dutti has opened its first street-level flagship store in South Korea, introducing a new retail concept in Seoul’s Hannam district that combines fashion, architecture, and local culture within a restored heritage building.
Located at 266 Itaewon-ro, Yongsan-gu, the four-storey flagship is dedicated to the brand’s Woman and Man collections. Designed as more than a retail destination, the space reflects Massimo Dutti’s commitment to meaningful design, bringing together heritage architecture and contemporary creativity while fostering a strong connection to its local surroundings.
To mark the opening, Massimo Dutti has launched a curated programme of collaborations with Korean creatives and cultural partners. Gobokii presents a selection of historical Korean furniture and decorative arts throughout the store, while artist Seonhee Kim has created a site-specific installation using hanji, Korea’s traditional handmade paper.
The opening programme also includes a bespoke tea blend developed by Apoteka Soul, a special Seoul city guide created in collaboration with Apartamento, and an exclusive illustration by Jain Paik, commissioned specifically for the launch.
Through these collaborations, the flagship aims to showcase Seoul’s creative identity while reinforcing Massimo Dutti’s vision of retail spaces where fashion, architecture, craftsmanship, and culture coexist.
Address
266 Itaewon-ro, Yongsan-gu
Hannam, Seoul, South Korea
Photos by Massimo Dutti
