H&M has opened its new three-level flagship store in Seoul's Seongsu district, featuring a striking translucent facade designed by Shanghai-based architecture firm SKYnoa. The store is conceived as a "hyper-transformative cultural stage" that unfolds through a sequence of theatrical acts shaped by styling, self-expression, and Seoul-specific cultural references.
The building's most distinctive feature is its veil-like translucent facade that wraps the entire structure in a glowing, milky skin. This backlit exterior filters silhouettes and movement from within, creating a sense of anticipation for visitors before they enter. At night, the building transforms into a luminous landmark that glows across the narrow alleyways of Seongsu, standing out among the neighborhood's mix of garages, cafes, and workshops.
The ground floor serves as the first "act" in the store's theatrical narrative, where SKYnoa has repurposed everyday infrastructure as sculptural art elements. Highway guardrails have been transformed into display fixtures, while a windshield-wiper installation animates a mirrored wall, both paying homage to Seongsu's industrial heritage. Outside the store, a hidden garden features a blue car installation that specifically references the neighborhood's automotive history and its once-prevalent repair garages. The exposed ceiling maintains the raw, workshop-like atmosphere throughout this level.
Connecting the floors is a sculptural staircase painted in H&M's signature red color, which SKYnoa frames as an "intermission" in the store's narrative structure. This bold red element punctuates the otherwise muted color palette and serves as a transitional space where visitors naturally pause, take photographs, and reorient themselves before moving between the raw ground floor and the softer, more intimate upper levels.
The second floor reimagines the shopping experience as walking through a curated wardrobe. Modular wooden container displays carve the space into a series of closet-like sections, with each area grouping products according to a specific curatorial logic. A standout feature is a walk-in closet inspired by traditional Hanbok fabric, which introduces a moment of lightness and cultural connection. This level culminates in a large fabric installation whose airy, flowing folds soften the building's industrial framework while incorporating local Korean cultural references.
The top level shifts focus toward personalization and creator-led styling under the theme "For You, By Me." SKYnoa has transformed this floor into a content-ready environment where outfits selected by key opinion leaders (KOLs) and local fashion creators are prominently displayed. The spatial anchor of this level is a runway-like fitting room with mirrored surfaces that intensify the sense of immersion and self-observation for customers. Each area on this floor can be easily reconfigured for different creators or special events, allowing the store to function as an ongoing content creation engine rather than maintaining a static retail layout. This flexible design approach enables H&M to continuously refresh the space and collaborate with various local influencers and creators.
