H&M has opened the doors to its new concept store in the heart of Seoul’s Myeongdong district, inviting customers to experience an elevated approach to shopping.

The H&M Myeongdong store is among the first globally to offer this enhanced shopping experience, designed to encourage customers to explore and celebrate self-expression. In this new space, customers can enjoy a curated selection of fashion-forward womenswear and menswear, along with advanced styling options and the latest in-store technology aimed at improving customer service.

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Situated on the renowned Myeongdong main street, the store spans approximately 1,580 square meters over six floors, including an underground fitting room lounge. The space is adorned with several distinctive architectural features, such as an iconic wooden staircase, a beautiful outdoor terrace, and spacious, welcoming fitting rooms.

The newly opened store features both immersive and smart fitting rooms. The immersive fitting room offers a 360-degree visual and auditory sensory experience, enabling customers to immerse themselves fully and share their stories with various moods. Meanwhile, the smart fitting rooms come equipped with mirrors that automatically identify customers’ products, allowing them to request additional sizes or colours. These mirrors also facilitate a seamless omni-channel experience by enabling ordering from H&M’s online store at

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Aneta Pokucinska, H&M Regional Manager for East Asia, expressed her enthusiasm about the new store: “We are delighted to open a new H&M store in Myeongdong, one of the most iconic areas of culture in Seoul, Korea. We believe customers will appreciate the elevated shopping experience and find their own favourite pieces from the store’s array of fashion to celebrate self-expression. We look forward to seeing you again in Myeongdong!”

With its prime location and advanced features, the new H&M Myeongdong store is set to become a key destination for fashion enthusiasts in Seoul, blending cutting-edge technology with stylish, contemporary design.