Palace’s campaign for global domination is still very much alive and after cornering the whimsical-leaning streetwear crowds of London, New York, Los Angeles and Tokyo, the British skate team has its sights set on the metropolitan city of Seoul.
The two story building is situated in the retail haven of Apgujeong - a destination renowned for its many designer storefronts and modern youth culture.
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Taking up two levels of retail space with over 468 sq/m floor space, this is Palace’s biggest store yet and while the outer facade presents a clean white exterior, the interior is influenced by the restrained opulence of traditional Korean Palaces, reimagined through Palace’s own irreverent lens, fusing local elements with modern touchpoints and the brand’s unique sense of humour.
The first floor features latticed green wood dividers and quarry stone elements that juxtapose with fun audio-visual installations such as tv screens embedded within the floor next to a curved mirrored wall used as a display for skateboard decks.
Upstairs, shoppers are greeted by Palace’s brand mascot bulldog and the mixed media quota is furthered with the installation of a larger screen wall that can be fully appreciated when sat on the fragmented stone Tri-ferg benches.
