Herno's flagship store in Seoul.

MILAN – Herno is looking East with the opening of its first flagship store in Seoul, Korea, in partnership with Shinsegae International.

The store is located on Cheongdam Street, renowned for its luxury shopping. The new 2,150-square-foot venue, decked out in veined gray rock, employs a number of other natural materials in sync with the Herno brand including slate, flannel and a hook-hanging system. Wall gardens and a fireplace contribute to the welcoming atmosphere.

The heart of the location is represented by a new bookcase realized in beech, filled with publications about the Italian lifestyle, or art and travel tomes focusing on lakes and water.

Herno's flagship store in Seoul.

Herno’s flagship store in Seoul.  Courtesy Photo

The unit carries the men’s, women’s and Laminar collections. One area is dedicated to capsule collections, such as the Pierre-Louis Mascia collection currently in store.