There’s no denying, Seoul has the most exciting retail scene of the planet, and it has been like that for the past decade or so. The city is home to a young and adventurous demographic which isn’t shy to indulge in the latest, coolest, and from time to time, the most expensive. Needless to say, many a leading global brand has flocked here, not only to set up shop, but to make a retail statement. Enter Hong Kong-based cult phone case brand CASETiFY, which today, officially opens the doors of its flagship store in the Dosan Park area of town. Following the design of its new headquarters in the former British Crown Colony, founder Wesley Ng has once again collaborated with Crosby Studios to create immersive settings for each floor of this multi-storey flagship store that instantly resonate with CASETiFY‘s young and savvy consumer base. So, what’s to be found on the premises? Upon entering the retail space, shoppers stand eye-to-eye with the full CASETiFY product range, including the so-called Hangul Collection, which is exclusive to the store.

Linking both floors is a dramatic void which spotlights a floor-sized installation of the Ultra Bounce case with charm keychains. On the second floor Bounce by CASETiFY is presented, the brand’s first retail experience for its new travel luggage line. Interestingly, it’s a customisable travel luggage spawned from the RE/CASETiFY sustainability programme which upcycles old cases and brings new products to life. One floor up, shoppers can experience a full set of customisation options, including exclusive fonts, charm keychains, and a dedicated printing room in the CASETiFY LAB. Additionally, the planet’s first CASETiFY x AUFGLET CAFÉ, a collaboration with local coffee parlour chain AUFGLET, allows for a pleasant break in between shopping sprees, offering a unique menu and cakes decorated with edible, customisable designs inspired by CASETiFY’s charm keychains. The rooftop is all about fun and play, and comes with a setting of meandering colour-infused low benches and parasols where shoppers can sit back and sip the drinks they brought from downstairs. © superfuture