Since its foundation six years ago, South Korean streetwear brand POLYTERU has resonated well with the country’s savvy Millennial and Gen Z crowds. Based in Seoul, a city known for its abundance of leading homegrown brands and innovative retail scene, the fast-growing brand has made a new statement by opening a brand new flagship store. Situated on an underground level at The Hyundai Seoul, a sizeable new department store we’ve covered in a previous post and which has become the preferred shopping hub for Seoul‘s fashion-forward youth, the store features an interior design by local design practice yutaestudio. The creative vision of POLYTERU centres on finding a balance, also in style. Inspired by this direction, a space has been designed which reflects the brand’s experimental and free creative essence in a garage-style guise., but one where groundbreaking musicians and global companies were set up. Measuring 73 sqm. (786 sq.ft.), the retail space sees a palette of raw and industrial materials, captured by low tables and racks made of stacked steel pipes, perforated panels, and aged wooden surfaces.
Soft couches and rugs add a counterbalancing element to the setting. At the back of the POLYTERU store, the counter area can be found. Designed as a semi-concealed room, it considers the shopping habits of the brand’s predominantly young fanbase which prefers to browse freely without staff intervention unless requested. The walls are clad in zinc-coated steel panels which will gain an additional characteristic patina over time. In stark yet soothing contrast, the back wall is covered in birch plywood dipped in a fresh green hue. Interestingly, an element of eclectic Orientalism has been added by incorporating symbolic motifs like totem poles and monuments. Mind you, totem poles, rooted in the traditions of ancient tribes who migrated from Asia to North America, represent welcome, hospitality, and storytelling. Also, it ties in with the store’s front which prominently features a large pillar wood sourced from an old temple. The new POLYTERU store carries the full range of men’s apparel, accessories and shoes. © superfuture
POLYTERU
The Hyundai Seoul, 108 Yeoui-daero, Level B2 (Yeouido)
07335 Seoul
Telephone +82 2 32770895
Mon-Thu 10.30am-8pm
Fri-Sun 10.30am-8.30pm
Publishers Note
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