LF's casual brand Dunst has opened its second flagship store in Seongsu, Seoul, following its first location in Jeju. The new store, located on Yeonmujang-gil in the Seongdong District, spans three floors and covers a total area of 75 pyeong.
Dunst announced on September 22 that this flagship store is its second standalone location, following the debut of 'The Ocean' in Aewol, Jeju, in July. It is also the first flagship store to be launched in Seoul.
The Seongsu flagship is designed to provide an experience centered around 'urban culture,' allowing customers to engage with Dunst's fashion, style, music, and cultural content all in one space. The first floor features a 'Culture Lounge' that introduces various cultural content, while the second floor showcases the women's collection, and the third floor is dedicated to men's collections.
Dunst chose Seongsu for its flagship location due to the area's unique characteristics, which attract a diverse range of brands and creators in fashion, design, music, and food and beverage, as well as its popularity among international tourists.
The design of the space reflects the characteristics of Seongsu, preserving traces of existing buildings from the area's industrialization period while restoring some interior and exterior elements and applying modern colors.
The first floor operates as a Culture Lounge, featuring various content and events that Dunst focuses on according to the season and projects. The second floor presents the women's collection, while the third floor serves as an independent space for the men's collection. This strategy aims to expand Dunst's customer base from primarily women to include men and unisex products.
Dunst is operating its flagship stores with a focus on local characteristics. The Jeju store, 'The Ocean,' is designed to utilize the sea and nature of Aewol, while the Seongsu flagship reflects the urban environment. Both stores are intended to serve as key locations for domestic and international customers to experience the brand directly.
A Dunst representative stated, 'While Jeju offers a space to slowly experience Dunst's preferences in nature, Seongsu is a place to discover and exchange new cultures and tastes within the energy of the city. We aim to develop the Seongsu flagship into a representative hub in Seoul where domestic and international customers can continuously experience Dunst.'
Earlier this month, Dunst held a brand fashion show to unveil its 2026 Fall/Winter collection, implementing a 'See Now, Buy Now' approach that allows customers to purchase products during or immediately after the show.
* This article has been translated by AI.
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