A Cold Wall (ACW), a renowned British luxury brand, has successfully entered the South Korean retail market with the opening of its first Seoul shop-in-shop on February 24. This significant milestone comes as a result of a collaboration with Korean distributor Modern Works. ACW is set to open another location in Seoul in March, further expanding its presence in the country.
The inaugural store-in-store is situated on the third floor of Hyundai COEX, which is part of the well-known Seoul department store’s ‘International Designer Boutique’ division. Spanning an area of 60 square meters, the store brings ACW’s core values of culture and community to the Korean market. The brand’s founder and designer, Samuel Ross, brings his industrial design background into the spotlight, emphasizing ACW’s commitment to merging art and fashion.
The design of the Hyundai store-in-store takes inspiration from modernist principles, modularity, and system-based design. Utilizing CAD frameworks, linear forms, and intersecting graphic lines highlighted by softly rounded signage, the store’s aesthetic is cohesive and appealing. The branding prominently features ACW’s bracket logo and uncondensed type, further enhancing its visual identity.
The store boasts a color palette dominated by monochrome grey and white, complemented by eye-catching neon orange details. It offers a wide selection of ACW clothing, accessories, and exclusive products tailored to the local customers in Korea. To elevate the shopping experience, ACW has commissioned renowned artist and designer Lee Kwang-ho to create a series of bespoke pieces exclusively for the Hyundai store. These unique pieces reimagine everyday objects, incorporating a playful approach that juxtaposes traditional handcrafts with 3D printing techniques.
The opening of A Cold Wall at Hyundai COEX comes after the brand’s successful partnership with Korean fashion distributor Modern Works in 2021. This collaboration has paved the way for further expansion in the South Korean market. Building on the success of the Hyundai location, ACW and Modern Works have plans to open a second Seoul store-in-store in March, this time at Lotte Department Store in Jamsil.
ACW’s entry into the Seoul market highlights the brand’s dedication to reaching a wider audience and establishing a strong presence in the South Korean fashion industry. ACW offers a fresh and innovative approach to luxury fashion by fusing cultural influences with an industrial design aesthetic. As the brand continues to expand globally, it remains committed to its fundamental values of culture, community, and artistic expression.
For more information on A Cold Wall and its expansion into Seoul, visit their official website here. To stay updated on ACW’s latest releases and collaborations, follow their Instagram page @acoldwall.
