Seoul – A new menswear concession has opened in the Shinsegae department store, based around a fictional character and his tastes.
The store concept is based around the imaginary character Mr Boon, who is described as a ‘young globe-trotting archaeologist’. The interior, designed to represent the character’s fictional home, is filled with the global brands and collected paraphernalia acquired on his travels.
LS:N Global recently reported on a salon in South Korea that is based around another fictional character, Permy. For more insight into the changing retail landscape, read our Tomorrow Store macrotrend.