SEOUL — Visitors to the Jiyongkim flagship will feel like they are in an art gallery rather than shopping at a retail store. It’s in fact not so different, since each piece is one-of-a-kind.
For the studious Jiyongkim fan, there’s also the opportunity to browse through the rest of the season’s collection by flipping through a thick, hardcover catalogue.
Jiyong Kim launched his eponymous brand only five years ago, but the South Korean designer has already gained a cult following with his signature fabrics that owe their unique patterns to being laid out under the sun.
A graduate of Central Saint Martins, Kim’s sun-bleached fashions were quickly picked up by the likes of GR8, Dover Street Market London, 10 Corso Como Seoul, and Ssense.
In 2024, the menswear designer was a semifinalist of The LVMH Prize for Young Designers.
The main strip of Hannam-dong is known for its array of art galleries, trendy restaurants, and luxury flagships such as the Gucci Gaok. But Jiyongkim’s shop is deliberately tucked away on a quiet alleyway behind the Italian Embassy. The slim, white store is located within a rare set of townhouses in the city.
Jiyongkim’s Hannam-dong flagship.
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“I didn’t want anything on the main street. I wanted it to be a quiet place for people who understand the brand to shop unbothered. I also hope it can be purposely sought out by those who are curious to learn more about us,” said Kim.
“It takes painstaking effort to make our clothes, and there are so few of each piece available. It’s a brand that isn’t easy to explain. Our flagship is a place where we can tell our story more in-depth,” said the 35-year-old designer.
The retail space is airy and minimal, with just a folding screen and frame featuring subtle cream and espresso sun-bleached swirls. A few stools, hangers, and shelves display clothes and accessories, including the latest line of suede shoes made in collaboration with Clarks.
A couple of Jiyongkim x Super73 electric bikes are parked outside; and a wooden sculpture — which is in fact a beam from a traditional “hanok” house — beckons shoppers up to the second floor.
Windows from either end of the room as well as a skylight let in plenty of natural light, shifting the mood of the room according to the time of the day. Walls and windows are all lined with rails, while cloth covers walls and the ceiling.
The white cube interior design reflects Kim’s affinity for hosting exhibitions instead of fashion shows each season.
“We’ve held exhibitions each season, which is already seven or eight so far. They were held at stylish venues but everything was limited to the physical constraints of each one. Our small flagship is a gallery-like space that can represent Jiyongkim,” said the designer.
Kim said he worked with local architecture firm One-Aftr to design everything from the interior to the modular stools. It wasn’t easy, as the building had unconventional architectural features, owing to its origins as a private residence. To hide a chunky sash window usually found in homes, a folding screen was set in place.
Artworks displayed on modular shelves.
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“It’s an easily transformable space, so we hope to be able to introduce other brands as well here,” Kim said of his retail strategy.
