AMI opens first flagship store in Seoul

The new retail space will appear in the trendy Garosu-gil neighborhood of Seoul.

French fashion brand AMI is opening its first flagship store in South Korea. The new retail space will appear in the trendy Garosu-gil neighborhood of Seoul. Global brands including Maison Kitsuné and H&M's Arket have recently opened stores there. 

Founded in 2011 by French designer Alexandre Matthiussy (who has worked for Dior Homme, Marc Jacobs and Givenchy) the brand continues its international expansion and opens branded stores in iconic locations around the world. The AMI portfolio includes flagship stores in Paris, New York, Tokyo, London, Beijing and other cities. The brand has been working in the South Korean market since 2013, but the store in Seoul will be the chain's first flagship. 



The brand is developed by a company of South Korean electronics giant Samsung C&T Fashion Group. AMI is described as "real clothes for real people, with the added luxury" in casual chic.

The four-story store of about 430 sq. meters shows customers the Parisian style combined with artful tailoring. The retail space will feature men's and women's clothing and accessories. 

The ground floor and the first floor are occupied by men's ready-to-wear clothes, while the second floor presents women's clothes, accessories and jewelry. On the third floor the Heart Collection with logo in the form of a heart is located.



In the new location, the brand presents an updated concept of the flagship: the exteriors are created of glass to emphasize the architecture of the building. A giant media façade is installed on the store's façade, which showcases the brand's latest collections and brand identity. The interiors feature two-tone panels, limestone, disco balls and luxurious green curtains. The retail space is crowned by a wooden spiral staircase in the center of the hall. 

AMI's new south Seoul flagship store becomes an extension of the French brand's already popular monostores in the fashionable Garosu-gil and Gangnam districts.