Massimo Dutti Opens Its First Street-Level Flagship Store in South Korea’s Hannam, Seoul

Aug 7, 2026 - 02:00

Spanish fashion brand Massimo Dutti has opened its first street-level flagship store in South Korea, located in Seoul’s Hannam district. Set within a restored historic building, the new destination brings together fashion, architecture, and Korean culture.

Summary

Massimo Dutti opens its first street-level flagship store in South Korea’s Hannam district
The restored historic building spans four floors and houses the brand’s women’s and men’s collections
Gobokii presents historical Korean furniture and decorative arts, while Seonhee Kim unveils an installation crafted from traditional hanji paper
Cultural collaborations also include Apoteka Soul, Apartamento, and Jain Paik

Located at 266 Itaewon-ro in Yongsan-gu, Seoul, the store spans four floors and houses Massimo Dutti’s women’s and men’s collections. Conceived as more than a conventional retail destination, the flagship serves as an immersive expression of the brand’s universe through collaborations with Korean creatives and cultural partners.

“Our first street-level store in Korea reimagines a historic building in Seoul, bringing together fashion, architecture and local culture in a space where heritage and contemporary creation coexist, reflecting our commitment to meaningful design and a strong sense of place,” Massimo Dutti stated on its official LinkedIn account.

Expressing Korean Culture Through Furniture and Hanji

The opening is accompanied by a series of cultural initiatives incorporating Korean art, craftsmanship, and design.

Korean gallery Gobokii presents a curated selection of historical Korean furniture and decorative arts, placing traditional forms within the brand’s contemporary retail environment.

Artist Seonhee Kim has also created a site-specific installation using hanji, the traditional Korean paper. Developed specifically for the flagship, the work connects a material rooted in local heritage with contemporary artistic expression.

Collaborations Across Tea, Publishing, and Illustration

The flagship’s cultural programme extends beyond furniture and art.

Apoteka Soul created a bespoke tea blend for the opening, while interiors magazine Apartamento collaborated with the brand on a special city guide presenting Seoul through a distinctive editorial perspective.

Illustrator Jain Paik also created an exclusive illustration to commemorate the opening.

By bringing Korean furniture, traditional materials, tea culture, publishing, and illustration into a restored historic building, the Hannam flagship offers Massimo Dutti’s latest interpretation of a retail space where fashion, architecture, and culture converge.

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