From October 24 to 26, ALFIE hosted its first pop-up in Seoul, marking the brand’s debut in South Korea. Presented in collaboration with Seoul-based creative concept studio Artment.dep, the immersive space introduced the ALFIE universe to press, clients, and friends of the brand.
The ephemeral 'L'Appartement ALFIE' was set in the heart of Hannam, in a light-filled space where Parisian charm met Seoul's contemporary energy. Floral instalments were designed by a local Korean floral studio, and vintage benches were reupholstered in deadstock ALFIE fabric to bring a delicate texture into the space.
Over the course of three days, guests were invited to experience the collection through private appointments and intimate moments of connection. The opening Press Preview welcomed editors, stylists, and creators for a relaxed French apéritif, featuring wine, artisanal butter, and fresh bread; a nod to ALFIE’s Parisian roots, and to our ethos of simple, understated luxury.
The Seoul pop-up marks an important step in ALFIE’s growing international presence, continuing our dialogue with a global community that holds the same values as ALFIE; authenticity, craftsmanship, and modern elegance.
Hosted in collaboration with @artmentdep @mijae.inotherword
Images by @h.o.w.h.a.v.e.u.b.i.n.
Flowers by @uuufloral
