- SPACE H to Become HAZZYS’ main landmark like the Polo Ralph Lauren flagship store in Manhattan and the LACOSTE flagship store in Champs-Elysées
- In collaboration with Café comma, the experience-oriented space conveys a differentiated brand value of HAZZYS.
HAZZYS, the main brand of life-style company LF (CEO: Kyu Sik Oh), opened an Asian landmark called SPACE H at Myeong-dong, Seoul on November 23.
SPACE H is not a simple store that sells products but a place to experience the concept of HAZZYS. The goal is to convey the value and philosophy of HAZZYS and to seize the opportunity to communicate with consumers in various ways at Myeong-dong, the representative shopping place in Korea, thereby laying the foundation to become a global brand and strengthening the brand power of HAZZYS.
SPACE H, which signifies that the space expresses the identity of HAZZYS, is about 1,200㎡ from the ground floor to the rooftop. At SPACE H, customers can experience a wide range of lifestyles and cultures from fashion, art, books, café to gardens. The place was designed by Shin Ohori, a famous Japanese architect who designed the Fred Perry flagship store in Omotesando, and the Isabel Marant store in Kobe.
Inspired by nature and based on the architectural theme of softness and clarity, a soft and repetitive shell structure was applied to the facade to express the permanence of HAZZYS. The interior space was created by using a 'skip floor' structure, which stacks floors in half by layer, so that each floor is connected to each other without being disconnected. This amplifies visitors’ expectations to meet new spaces as they go up the floors.
The first floor is a place where HAZZYS collaborated with Café comma, a book cafe operated by Korean publisher Munhakdongne. Here, visitors can experience the artworks of many Korean and foreign artists that convey new cultures and differentiated values. Enjoying the classic ambience for which HAZZYS aims, visitors can feel the sensibility of HAZZYS, freely enjoy books and coffee, and participate in book talks with famous writers.
With the concept of warm women’s room like afternoon black tea, the second floor used natural materials such as wood and marble, presenting HAZZYS’ women accessories and clothes. The third floor was designed to convey a contemporary style with a fresh combination of wood and metal, presenting men's accessories and clothes.
On the following 4th floor, visitors will find HAZZYS golf wear in a simple but sophisticated place and kid’s stores in a cheerful atmosphere with bright colors. Reminiscent of English gardens, the rooftop is designed as a place to relax by adding a special sense to Space H. In the future, the rooftop will also serve as an event venue, filled with sensational events.
Kim Sang-Gyun, the head of LF Men's Clothing Department, said “SPACE H will become a symbolic place to HAZZYS, aiming to become a global brand, and an Asian landmark like the Polo Ralph Lauren flagship store in Manhattan, New York, and the LACOSTE flagship store in Champs-Elysées, Paris”. He added, “The place filled with HAZZYS’ identity will convey its differentiated sensibility and values, thereby enabling HAZZYS to communicate with customers about the lifestyle that HAZZYS pursues.”
HAZZYS entered the Chinese market in 2007. Now the brand has more than 270 stores, on a par with the world's leading casual brands. It opened a store in Taiwan in 2013, then in Hanoi, Vietnam in 2017, creating a strategic foundation to enter the Southeast Asian market.
HAZZYS will hold a pre-opening event at the Myeong-dong flagship store from 5 pm to 9 pm on November 22. Irene, a popular Korean idol singer, will attend to hold a photo-taking event. Also, UV Band, who participated in WHO AM I music festival, HAZZYS’ cultural event, in 2011, will perform a mini concert to offer colorful events.