Celine has signed on upstart K-pop band TWS as brand ambassadors as it expands its footprint in South Korea with a seven-story retail statement in Seoul.
TWS debuted earlier this year with the debut single “Plot Twist” and music described as “boyhood pop.” Its six members are Shinyu, Dohoon, Youngjae, Hanjin, Jihoon and Kyungmin, and Celine called out their “captivating musical and visual style.”
The French brand announced its latest ambassadors on the eve of opening a 9,500-square-foot flagship in the Cheongdam-dong district, an affluent neighborhood in Seoul. It opens to the public on Nov. 29.
The purpose-built structure features a bespoke facade consisting of two-tone glass that is transparent for two levels, and then smoked over the upper floors, interrupted by zinc pillars that wink to Parisian rooftops.
Celine’s new flagship in Seoul’s Cheongdam-Dong district.
Courtesy of Celine
The interior design echoes other recent Celine boutiques with its melange of warm and sleek materials, and an array of contemporary art pieces, vintage furniture and bespoke furnishings.
Among the artists represented are Benjamin Lallier, Matt Browning, Lukas Geronimas, Kim Yun Shin, John Duff, Eli Ping and Nicola Martini.
Gray travertine and a variety of marbles are juxtaposed with oak, brass and antique gold mirrors within “an overall 21st-century brutalist context,” according to Celine.
Among the store’s striking features are a grand suspended staircase, a showcase for the Celine Maison collection, a special area for the new Celine Beauté range, and a perfumer’s organ exalting the Celine haute parfumerie collection, which debuted in 2019.
A spiky sculpture by Eli Ping, right, lords over one floor of Celine’s new flagship in Seoul.
Courtesy of Celine
Earlier this month, Celine named South Korean singer and actress Su Ji Bae, known by her stage name Suzy, as its newest global ambassador, reflecting that South Korea is an important and vibrant market for the LVMH Moët Hennessy Louis Vuitton-owned fashion house.
Other global ambassadors for Celine include South Korean singer V, a member of BTS currently in military service, actor Bogum Park and singer Danielle of the group NewJeans.
