H&M Seoul Store

Seongdong-gu, Seoul, South Korea

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Other Projects by SKYnoa

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H&M Seoul Store

Seongdong-gu, Seoul, South Korea

Firm

SKYnoa

Type

Commercial › Retail

STATUS

Built

YEAR

2025

SIZE

0 sqft - 1000 sqft

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.

Once an industrial district, Seongsu has evolved into one of Seoul’s most dynamic cultural and creative hubs, now home to concept stores, galleries, cafés, and international fashion pop-ups. Drawing inspiration from the neighborhood’s distinctive large billboards and theatrical stage curtains, SKYnoa envelops the top levels of the building with fabric drapes, draws visitors in with mystery. The curtain facade symbolizes the unveiling of a stage, inviting customers to step onto the stage of their own personal style journey. This gesture preserves the characteristics of the original façade while dressing it anew with H&M’s contemporary touch. The ground floor, enclosed in translucent frosted glass walls, sparks curiosity as passersby catch glimpses of the merchandise within. Raw concrete stools line the exterior, subtlety extending the space into the street.

The main entrance, shaped as an ampersand symbol (&), symbolizes a new chapter for H&M, softening its past retail space image while signaling a bold shift towards a more thoughtful approach to design, quality, and production, from YOLO to YONO (You Only Need One). 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.

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.

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.

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H&M Seoul Store

Seongdong-gu, Seoul, South Korea

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H&M Seoul Store

Seongdong-gu, Seoul, South Korea

Other Projects by SKYnoa

ZARA SKI

ZARA x Fanglu Lin

H&M Seoul Store

Seongdong-gu, Seoul, South Korea

Product Spec Sheet

Collaborating Firms

Team

Articles