Massimo Dutti opens first street-level flagship store in South Korea

Launch highlights Korean art, design, and local culture.

Massimo Dutti has opened its first street-level store in South Korea with a new flagship location in Seoul's Hannam district.

The flagship occupies a restored building and spans four floors featuring the brand's women's and men's collections. The store is designed to combine fashion, architecture, and local culture.

The opening includes collaborations with Korean creatives and cultural partners. Gobokii is exhibiting historical Korean furniture and decorative arts, whilst artist Seonhee Kim has created a site-specific installation using traditional hanji paper.

The launch also features a bespoke tea blend by Apoteka Soul, a Seoul city guide created with Apartamento, and an exclusive illustration by Jain Paik.