CLIENT
H&M
SEONGSU, SEOUL
LOCATION
RETAIL
WHAT WE DID
Partnering with SKYnoa, H&M introduces a new store at Seongsu, a hyper-transformative space that acts as immersive cultural hub, tailored to Seoul contexts, while amplifying global brand reach through content creation and social sharing. The space is a hybrid of retail, cultural experience and content engine. H&M's manifesto "A Stage for one and for all” is conveyed through this cultural stage for fashion and self-expression in the heart of Seoul with global resonance.
Inside, the design unfolds in 3 stages, with each level offering a new act in the exploration of personal styling. The first floor functions as a flexible stage featuring studio curated goods and products from premium selection. At the center of the space, highway guardrails are reimagined as sculptural display fixtures, along with windshield wiper installation on mirror, references Seongsu’s industrial past. A secret outdoor garden featuring a blue car installation pays homage to the district’s automotive heritage and can be seen as a playful take on valet parking. The exposed ceiling keeps the building in its raw shell. The mix of raw materials and industrial textures anchors the brand in a street-relevant contemporary context.
CULTURAL EXPERIENCE
The sculptural staircase dipped in H&M red acts as an intermission, a theatrical pause between acts. Evoking the ambiance of a theater foyer, it offers a place to linger and corners for photo opportunities, weaving the entire experience into a cohesive narrative.
The second floor takes inspiration from the concept of a wardrobe. Wood modular container displays divide the space into curated “closets,” each framing key products by category. The design blends playful retail strategy with visual storytelling. On the other side is a walk-in closet, inspired by the airiness of traditional Hanbok fabric, invites visitors to explore and assemble their own outfits as they move through the space. At the center, a large fabric installation inspired by traditional Korean Hanbok creates a moment of cultural resonance and softness amid the industrial framework.
On the third floor, the focus shifts to personalization. Outfits curated by KOLs and local social media creators are showcased under the theme "For You, By Me" transforming the space into an intimate environment for self-expression, styling, and sharing. The central fitting room becomes the heart of the floor that evokes a runway. Mirror-lined walls amplify the sense of immersion and intimacy, while the layout allows each section to function as a distinct zone, adaptable for different creators and events.
SKYnoa wanted to create a cultural hub for H&M, where fashion aspirers can discover, experiment and express their identities in a truly unique and authentic way
PHOTO COURTESY BY H&M
SKYnoa X H&M