AMI Paris Unveils Its Evolving Flagship Concept in Hannam, Seoul
Seoul, January 19 – Ami Paris has unveiled its most ambitious retail expression to date with the opening of a multilevel flagship store in the vibrant heart of Hannam. Located at 45, Itaewon-ro 55ga-gil, Yongsan-gu, the new 425-square-meter destination, launched on January 18, marks the brand’s largest flagship globally and introduces a Parisian wardrobe conceived as a gathering place rooted in the timeless principles of Korean Hanok architecture.
This flagship transcends the conventional boutique model, embracing Seoul’s contemporary cultural pulse and connecting with a neighborhood celebrated for art, style, and discovery. More than a place to shop, the store is a serene urban haven, offering a sense of intimacy and togetherness within a bustling city. Ami Paris has intentionally designed the space to feel like a home, creating an environment where visitors can slow down, explore, and connect with both the brand and one another.
The journey through the store itself is a defining element of its identity. Guests enter through an underground passage that opens into the Ami Garden, a curated oasis of local flora, including rowan and maple trees. This transitional path invites visitors to leave behind the city’s pace and enter a calm, breathing space, establishing a sensory experience that sets the tone for the flagship’s interior and collections.
Inside, the design pays homage to the defining features of traditional Hanoks, blending natural and refined materials to create a warm, inviting atmosphere. Dark oak, granite, and Maljat stone are thoughtfully balanced with Ami Paris’ signature beige limewash, gold, and mirror finishes. Custom wooden furniture, low-slung seating, and bespoke paper lighting inspired by traditional Hanji encourage visitors to linger, providing moments of reflection amidst the Parisian wardrobe.
The Hannam flagship is a testament to Ami Paris’ belief in “building a home wherever its friends are.” By harmonizing Parisian design sensibilities with Korean attentiveness, the store fosters a sense of shared community and creativity. It is a place for the Ami Paris community to discover their everyday wardrobe, pause for quiet inspiration, and feel part of a larger narrative that celebrates art, culture, and style.
