E-commerce platform Musinsa to open store in trendy Seongsu-dong neighborhood

Musinsa, one of Korea’s top fashion e-commerce platforms, continues to expand its offline presence by opening a new boutique store in eastern Seoul's popular cultural complex.

The exterior of Musinsa Store Seongsu @ DaelimChanggo in Seongsu-dong, eastern Seoul [MUSINSA]

Looking for a fashion spot to explore in Seoul this Chuseok holiday? There’s a new fashion place opening in Seongsu-dong, one of the trendiest places in Seoul.

Musinsa, one of Korea’s top fashion e-commerce platforms, continues to expand its offline presence by opening a new boutique store in eastern Seoul's popular cultural complex.

The boutique, called “Musinsa Store Seongsu @ DaelimChanggo,” is set to open on Sept. 13 in Daelim Changgo, a factory-turned-cultural complex.

Daelim Changgo, built in the 1970s, has been standing in the neighborhood for over 50 years, starting off as a rice mill. The factory was later turned into a cultural complex in the early 2010s, which now includes a gallery and cafe.

The inside of Musinsa Store Seongsu @ DaelimChanggo in Seongsu-dong, eastern Seoul [KIM JI-YE]

The inside of Musinsa Store Seongsu @ DaelimChanggo in Seongsu-dong, eastern Seoul [KIM JI-YE]

The complex's name was added to the store's official name in order to honor and reflect Daelim Changgo's 50 years of heritage, according to Musinsa. This sets it apart from the store's other locations, where only the area's name is added. Two additional Musinsa Stores were opened in Daegu and Hongdae in October and November of last year, respectively.

“The store worked on preserving the original architectural structure and finishes of Daelim Changgo as much as possible to create a distinctive atmosphere where the past and present coexist,” Musinsa said in a press release.

Marking its third concept store, the Korea JoongAng Daily had a sneak peek of the facility on Thursday before its official opening.

The store holds some 100 brands, such as Nache, Now Your Rose, Low Classic, with a wide range of items, from clothes to sneakers, accessories and even makeup.

The inside of Musinsa Store Seongsu @ DaelimChanggo in Seongsu-dong, eastern Seoul [KIM JI-YE]

The store will mainly focus on women's fashion, according to Musinsa, based on its research that the area’s main visitors are women in their 20s.

“Musinsa Store Seongsu @ DaelimChanggo aims to be a boutique shop that showcases the trendiest K-fashion to domestic and international female customers who visit Seongsu-dong,” the platform said.

It also moves to expand connections with foreign tourists and to create a platform for the global expansion of the brands featured in the store, it added.

When entering the store, there is a pop-up zone that aims to introduce different trending fashion brands every month.

The inside of Musinsa Store Seongsu @ DaelimChanggo in Seongsu-dong, eastern Seoul [MUSINSA]

During the opening period, fashion brands Grailz and Thug Club’s 24FW season products will be temporarily showcased.

The platform company is slated to showcase a pop-up collaboration between one of its featured brands and a K-pop band in October, it added.

At the far end of the store, a wall of sneakers is displayed where customers can browse through and shop. Some 50 brands and around 700 products are showcased, according to Musinsa.

A store-in-store area is prepared in the space as well, with brands Adidas, Marithé François Girbaud and Treemingbird.

The wall of sneakers in Musinsa Store Seongsu @ DaelimChanggo in Seongsu-dong, eastern Seoul [KIM JI-YE]

A customer scans a QR code attached to the product's price tag [MUSINSA]

The store also integrates offline and online shopping experiences through a system where customers can scan a QR code attached to the product’s price tag. This will connect to the Musinsa mobile app, enabling customers to receive discounts and membership benefits.

An immediate tax refund machine is available at the store for overseas customers, a Musinsa official said while explaining the new store.

“Based on Musinsa’s unique fashion curation and platform technology, we are planning to open one of Seongsu-dong’s biggest K-fashion boutique shops, providing a differentiated shopping experience for customers,” a Musinsa official said in a press release. “We aim to make Musinsa Store Seongsu @ DaelimChanggo a landmark for domestic and overseas fashion enthusiasts when visiting Seongsu-dong.”

The store will operate from 11 a.m. to 10 p.m. every day and even during the Chuseok holidays.

BY KIM JI-YE [kim.jiye@joongang.co.kr]