Karl Lagerfeld unveils immersive pop-up in Seoul
is opening a one-of-a-kind immersive pop-up in Seongdong-gu, the former industrial zone that is one of Seoul's most vibrant cultural neighbourhoods, this weekend.
Designed to allow visitors to dive deep into Karl Lagerfeld's world, the pop-up includes introductions to the maison's Parisian heritage, unique brand DNA, house codes, and curated storytelling. It opens to the public this Saturday, May 17, and will remain open until Monday, May 26, 2025.
'Seoul constantly inspires us with its creative energy and global influence. Our pop-up offers the opportunity to connect with both longtime fans and new audiences through a unique brand experience. As we shape Karl's future legacy, we're excited to share stories and deepen our dialogue with a city that continues to define global style,' said Pier Paolo Righi, CEO of Karl Lagerfeld.
The 230-square-meter pop-up has a futuristic aesthetic, metallic chrome accents, and sleek graphics in the brand's signature black-and-white palette. It will showcase Karl Lagerfeld's Spring-Summer 2025 ready-to-wear and accessories collections. One key highlight is the life-size Choupette costume worn by actor Jared Leto at the 2023 Met Gala, a playful tribute to Karl Lagerfeld's beloved cat.
'Bringing the world of Karl home to my birth city makes this pop-up especially meaningful. It's a chance to connect with a place that shaped my perspective, and to share that vision with a new generation here,' added Hun Kim, the Korea-born creative director of Karl Lagerfeld.
At the entrance, an oversized 'kameo' of Karl Lagerfeld's silhouette welcomes guests before a journey through a gallery showcasing iconic pillars of brand history; Karl Lagerfeld's most legendary quotes and sketches; or a replica of the desk in the late German designer's Paris office.
Also on display are the brand's visual universe, including the latest campaigns and Karl Ikonik perfumes, surrounded by elements of French architecture seen at the Maison Karl Lagerfeld. Fusing this with local Korean tradition, collars and white shirts are made of hand-crafted Hanji artwork, to mimic one of Karl Lagerfeld's most iconic designs. In the centre of the space is an artistic sculpture made of white shirt collars, while a DJ booth sets the mood with curated beats.
There is also a Selfie Room and Lucky Draw with rewards for on-site purchases. Shoppers can win tickets by capturing a photo at the pop-up entrance, arriving in black and white to 'Dress like Karl.'
Karl Lagerfeld's latest pop-up is located at 99 Yeonmujang-gil, Seongdong-gu, Seoul, Korea.
Karl Lagerfeld today boasts 200 stores worldwide — including premium wholesale and franchise partners — with key flagships in Paris, London, Munich, Dubai and Shanghai, and a robust digital presence across Europe, the Middle East, and Asia via its Karl.com flagship.
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