As announced earlier this year, Courrèges, the revived avant-garde French fashion brand, has once again expanded its retail presence. Following the opening of standalone boutiques at home base Paris and in New York City, the fashion house led by Nicolas di Felice has landed in what’s arguably Asia’s new leading fashion and style hub—Seoul. The shop-in-shop is situated on the third floor of Shinsegae department store’s branch in the leafy Gangnam area of town. Occupying a 74 sqm. (797 sq.ft.) space on the third floor, the shop-in-shop interior features a setting inspired by the all-white Courrèges flagship store in Paris, which was designed by Belgian architect Bernard Dubois and opened its doors in three years ago.

Large floor-to-ceiling glass and steel panels, covered by pleated net curtains, and a grid of ceiling lighting form the backdrop of a sizeable shelving unit showcasing Courrèges‘ newest collection of bags, shoes and accessories. On two sides, it’s flanked by clothing racks and various displays and mannequins. The aforementioned shelving unit also serves as a front of an immersive, multi-sensory fitting room. While all walls are clad in mirrors, creating a multi-faceted vision of oneself, the space comes with two buttons: one which initiates flashlights and club music, and the other darkens the fitting room, but lets a soft LED ring appear. Indeed, it’s very much geared towards the Instagram and TikTok generation. The new Courrèges shop-in-shop stocks both the women’s and men’s collections.