The French fashion house Lemaire is expanding to the Asian continent.
A few months after opening its first store in Paris, Lemaire is unveiling a second global flagship in Seoul, the brand from designer duo Sarah-Linh Tran and Christophe Lemaire announced on Tuesday.
The brand offers its collections of women’s and men’s clothing as well as accessories and shoes on a sales area of 230 square meters. The store features an interior curated by Lemaire along with South Korean architect Lim Taehee.
The new store builds a bridge between tradition and modern interior design. The walls of the two-story house from the 1970s are decorated with Hanji paper made from the bark of the mulberry tree. Padded curtains made using the Korean Nubi quilting technique frame the windows.
Local wood was used for the lacquered furniture, which was made according to the designs of the Italian designer Enzo Mari. Braided Albaca mats and Bejmat tiles complete the interior design. In addition to a couch, the spacious garden also serves as a place to escape the hustle and bustle and find peace in nature. As in the Paris flagship, Lemaire relies on an intimate, minimalist flair.
The Hannam district was the ideal location for the new boutique. The Seoul district is known for not only having a lot to offer culturally, but is also considered a popular residential area. “This flagship has a domestic dimension that blurs the boundaries between home and boutique, in keeping with our collections designed to enrich everyday life,” explained Tran and Lemaire.
The Luxury market in Seoul has been very popular in recent years due to growing prosperity. Consumers are willing to spend more. Many international luxury brands have taken this development as an opportunity to expand into the South Korean capital.
The Lemaire flagship in Seoul has been open since November 24th.