Polène expands in Seoul with new flagship store

Polène blooms in Seoul with new flagship store
(Source: Polène)

French leather goods brand Polène has expanded its presence in Seoul, South Korea with a new flagship store, WWD reported.

This move comes ahead of planned store openings in London, Paris, and Hamburg, and follows a recent opening at Paris’ Le Bon Marché department store.

Antoine Mothay, co-founder and CEO of Polène, told WWD that the brand’s expansion has been in the works for some time. 

“Our bags are minimal and timeless, and we try to have the same approach in terms of development,” he added.

Located in the Sinsa-dong fashion district, the new Seoul store was designed to reflect the brand’s aesthetic and the city’s emergence as a fashion capital.

“It’s a country where they have a pretty strong taste in terms of modernity,” Mothay continued. “There is potential in terms of style, in terms of understanding of the quality of our brand. They are really aware of design.”

The brand collaborated with local design firm WGNB for the store’s architecture, incorporating elements such as seating carved from gingko wood and a ceramic table that mimics the leather texture.

The store’s front, with its large bay windows, opens onto the neighbourhood, revealing a round and “welcoming atmosphere” created by a play of palettes and materials.

Meanwhile, on the second floor, visitors can access an experiential space dubbed “Photobloom” that allows them to photograph themselves in an immersive natural landscape adorned with large leather flowers.  

Mothay added that Polène will stick with the flagship strategy for now, opening in 20 to 25 cities worldwide and following its motto “be small, everywhere”.

“I don’t see retail as a point of sale, but as a complimentary experience for the client to be able to better understand our brand in terms of design,” he concluded.

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