© Åland Brooklyn

Following last year’s expansion to Bangkok, its first ever venture outside the homeland, Seoul-based retailer Åland audaciously enters an even bigger market, and opens up shop in New York City. The Åland Brooklyn store is situated in Williamsburg, a neighbourhood that was selected specifically for its cool vibe, and as such, being highly compatible with the selection of young and urban-flavoured merchandise it carries. The Korean retailer has secured a two-storey red brick building on North 6th Street which dates back to 1916, and it now flaunts a redesigned façade to match the contemporary retail concept.

The interior design, created by Seoul and Berlin-based graphic designer Na Kim, has provided both floors a distinctly contemporary look. Unsurprisingly, the chosen aesthetic touches upon Kim’s craft, seeing a spatial approach defined by way of a linear configuration, colour blocking captured by furnishings in primary hues, and playful ornamental lettering. Curtains installed along the walls allow to create flexible spaces, and playful furniture pieces by Korean practice one_two_chachacha also add up to a more dynamic shopping experience. The store’s entrance area and basement will host events that’ll celebrate the vibrant urban cultures of Seoul and New York City.

So, what’s on the shelves? Åland Brooklyn presents itself first and foremost as a Korean fashion emporium, and one that’s on top of trends, and as such it stocks a slew of men’s and women’s apparel items, accessories, and beauty products, and most are exclusive to the city. The brand list currently includes names that are virtually unknown outside South Korea, such as Lieu Homme, OoH-AHh!, Kocostar, Mahagrid and Another A, but which will undoubtedly appeal to a demographic of young, savvy shoppers. In celebration of the store opening, a special selection of various goods has been launched. Location: Åland Brooklyn, 92 North 6th Street (Williamsburg).

© Åland Brooklyn