LF

- A multi-content store featuring fashion, beauty, food, and kids-related lifestyle brands

- A shopping culture space reflecting the needs of customers by gender, age and taste which all the family can enjoy together

Lifestyle brand LF (CEO: Kyu Sik Oh) announced on November 27 they will open RAUM EAST, a lifestyle shopping culture place.

Located in Shinsa-dong, Seoul, RAUM EAST is a multi-content store with diverse brands of fashion, beauty, food, and nursery launched by LF and selectively displays competitive products and services. It is a shopping culture place which every family member can enjoy as the place reflects the needs of all customers. With the concept of wanderlust, a wish to explore the world, RAUM EAST aims to become a place filled with excitement and pleasure. It consists of four floors with a floor space of about 1700㎡ from the first basement floor to the third floor. The unique architecture of the high-arched windows connecting the three floors on the ground gives a classical yet exotic atmosphere.

With the concept of casual and athleisure, the first basement floor presents men's casual brands such as HAZZYS, JSNY and TNGT, sports and golf wear brands including JILL STUART Sports, HAZZYS Golf, DAKS Golf, shoes brands including COLE HAAN, BIRKENSTOCK, D.A.T.E, as well as luggage brands including DOT DROPS, JUMP, OOKONN. In a trendy beer bar, visitors can enjoy a wide range of alcoholic beverages by Bernini, Patron, MOONBEAR BREWING and others, distributed by indulge, a distribution company under LF specializing in alcohol.

The first floor was designed to enhance the satisfaction of the 'Millennial Family' who prioritize the autonomy and happiness of each family member. On the floor, visitors can enjoy coffee and dessert at café 'Bridge AND’, while kids can play at 'booki booki', a play culture space operated by Anuri, an LF company specializing in infants and toddlers. Booki booki is a picture book library for everyone where story tellers work from 10 am to 2 pm every day. The place operates as a member-based premium culture center, providing a play class of professional instructor from 2 pm to 7 pm on weekdays. In addition, the first floor presents various living-related brands such as Mad et Len, Ichendorf, and librem.

The second floor presents a wide variety of brands from various categories: women’s clothing brands such as HAZZYS, DAKS; JILL STUART, foreign women’s clothing brands including Vanessa Bruno, JOSEPH, VINCE, MaxMara; beauty brands including HAZZYS MAN RULE429, BULY 1803, GRAINE DE PASTEL, Botanicus, GREENLAND; as well as jewelry brands such as HYÈRES LOR.

The third floor is a space for men seeking stylish fashion. The floor provides various men’s fashion brands such as DAKS, MAESTRO, JILL STUART NEW YORK, allegri, VINCE, JOSEPH, SUNSPEL, as well as men’s accessories such as shoes, bags, wallets, ties, and scarves. The SHIRTS BAR, a store specializing in shirts, also suggests various styles of shirts, which are called the flower of men’s fashion.

Ahn Tae-Han, the head of LF Sales and Operation Department, said “RAUM EAST is a symbolic shopping culture place where customers can experience the values and capabilities of LF which seeks to create a lifestyle customized to each individual”. He added, “I hope all customers, regardless of their gender or age, spend an entertaining and pleasant time at RAUM EAST which provides various events and contents optimized for subtle tastes and visiting purposes”.

RAUM EAST holds an open event on November 27 from 4 pm to 8 pm with a wide variety of attractions such as a calligraphy event, catering services, and performances by DJs and jazz bands. Customers who visit RAUM EAST on the event day will enjoy brand sales, and receive free gifts such as a muffler from HAZZYS, socks from MAESTRO, women’s gloves from JILL STUART, and a trial kit of HAZZYS MAN RULE429.