Saint Laurent Has Opened Flagship Store in Korea

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          After releasing the Winter 2021 collection, Saint Laurent (YSL) has opened its first flagship store in Seoul, South Korea on April 29, 2021. In this moment, Saint Laurent, the French fashion house,  partnered with South Korean artist Jung Lee who best known for her photographs of text-based light installations, to make the first set up installation of this fashion house’s flagship.



doc: Saint Laurent

        The flagship is located in the heart of the city's shopping area, Gangnam-Gu, Cheongdam District, it offers a complete brand vision and an authentic shopping experience that reflects the heritage and identity of Saint Laurent. It consists of two floors which show a modern look with black and white marble walls and floors and extra clear glass. The YSL products are displayed on a series of shelves with a combination of glossy and matte finishes. The products are from all categories such as ready-to-wear, leather goods, shoes, sunglasses, and jewelry for women's and men's collections. The highlight of the flagship is a neon sign with the words “I WISH YOU WERE HERE,” Saint Laurent's Women Summer 21 Collections tagline which is a collaborative installation work of Korean artist Jung Lee.

Saint Laurent Global Ambassador, Rosé BLACKPINK



Bobby iKON
doc: Saint Laurent

        The inauguration was attended by many Korean celebrities such as Bobby iKON, Claudia Kim, Han Ye Seul and the main star for this event was Saint Laurent global ambassador, Rosé BLACKPINK. This BLACKPINK member wore a neat black blazer over a polka-dotted shirt and black pleated shorts. To complete her outfit, she uses a gold chain belt and a hobo bag. Because of Rosé, this Saint Laurent's first flagship store was opened in Korea. The flagship store is an important factor in increasing brand value, they are not aiming for profit but want to convey genuine value, emphasize their brand name and increase brand reputation.

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