, South Korea
Press photo (H&M)

H&M opens innovative store in Seoul’s Myeongdong District

It has an immersive fitting room and smart fitting rooms. 

H&M has unveiled one of its first stores worldwide to offer an elevated shopping experience focused on self-expression, located in the heart of Myeongdong, Seoul.

The H&M Myeongdong store spans approximately 1,580 square meters and consists of six floors.

“In the store, customers can enjoy a curated selection of the most fashion forward womenswear & menswear, elevated styling and our latest in-store technology for improved customer service,” the company said.

Key architectural highlights include an iconic wooden staircase, an inviting outdoor terrace, and spacious fitting rooms. A unique feature of the store is the underground fitting room lounge, adding to the store’s distinctive shopping environment.

The newly opened store introduces an immersive fitting room and smart fitting rooms. The immersive fitting rooms provide a 360-degree visual and auditory sensory experience, allowing customers to create and share stories in various moods. Smart fitting rooms are equipped with mirrors that automatically identify products, enabling customers to request additional sizes or colors from a sales advisor. The mirrors also support seamless online ordering from H&M’s website.

“We are delighted to open a new H&M store in Myeongdong, one of the most iconic areas of culture in Seoul, Korea," said Aneta Pokucinska, H&M Regional Manager East Asia. "We believe customers will appreciate the elevated shopping experience, and find their own favourite pieces from the store’s array of fashion to celebrate self-expression."

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