ollowing two boutiques in Shanghai, TOTEME‘s very first retail expansion in the Far East, the Swedish womenswear brand is once again shifting gear, opening its first retail space in Seoul. Situated on the third floor of Hyundai department store’s main branch in the city’s Apgujeong shopping district, the interior design has been created by Stockholm-based architect and longtime collaborator Christian Halleröd. The chosen aesthetic of the TOTEME shop-in-shop is largely based on the interior design of brand’s store in China‘s largest city. The brand’s self-proclaimed ‘soft’ approach to minimalism has resulted in a setting with subtly flowing walls with matching shelving, both clad in sensual suede and marked by black borders, a signature retail design element. The shop-in-shop is anchored by textured stone flooring, while overhead a large fringed chandelier has been installed. The new TOTEME shop-in-shop carries the brand’s full range of women’s apparel, accessories, bags and shoes. Mind you, a second retail space has opened earlier this week at another Hyundai branch in the city, and more are likely to follow.
Hyundai, 165 Apgujeong-ro, Third Floor (Apgujeong)
Telephone: +82 2 34495963