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First Look: Maison Kitsuné, Seoul, South Korea

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Maison Kitsuné has opened a flagship in South Korea as the opening salvo in its ambitious store rollout in the region.

The French fashion brand’s new outpost includes a boutique and a café. A stone-paved terrace outside the entrance is surrounded by lush greenery, creating a calm atmosphere with a strong Japanese feel. The modern building is covered in grey anthracite wood, with floor-to-ceiling windows that let the outdoors in while revealing a series of rooms set over four levels.

Each room is seamlessly linked to one another while remaining unique. Featuring the brand’s seasonal collections and its Parisian line, the minimalist rooms come with their own eclectic designs. The materials and textures - rough concrete, marble, locally-sourced wood, golden brass, tinted mirrors – are softened by a palette of greys, off-white, light pink and dashes of gold. To celebrate the opening, Maison Kitsuné designed a capsule collection featuring the brand’s signature fox logo wearing the colors of the South Korean flag. Also, South Korean creative design studio Supefiction created a giant fox sculpture in black fiber-reinforced plastic.

The café is designed to celebrate the tradition of coffee with timeless hospitality. The all-dominant wood and ecru walls provide a warm, welcoming space enhanced by mirrors, golden geometric foxes and a counter that combines marble with copper.

Maison Kitsuné recently signed a partnership agreement with Samsung C&T, the construction and engineering arm of Korean conglomerate Samsung, to open some 15 stores in South Korea.

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