translucent facade filters silhouettes at H&M seoul store

SKYnoa wraps H&M seoul store in glowing translucent skin

H&M opens its three-level Seongsu store in Seoul, conceived with SKYnoa as a hyper-transformative cultural stage that unfolds through a sequence of ‘theatrical acts’ shaped by styling, self-expression, and Seoul-specific references. Industrial textures, sculptural installations, and wardrobe-inspired scenography fill the translucent presence of the building, wrapped in a veil-like facade. The milky, backlit skin filters silhouettes and movement, creating a sense of anticipation before entry. At night, the building glows across the narrow alleyways, turning the corner site into a landmark amid Seongsu’s mix of garages, cafés, and workshops.

all images courtesy of H&M

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On the ground floor, the Shanghai-based designers at SKYnoa establish the first act, where everyday infrastructure is repurposed as sculptural elements, including highway guardrails that appear as display fixtures, while a windshield-wiper installation animates a mirrored wall. Both gesture toward Seongsu’s industrial past. Outside, a hidden garden hosts a blue car installation, a nod to the neighborhood’s automotive history and its once-ubiquitous repair garages. The exposed ceiling extends the raw, workshop-like atmosphere.

A sculptural staircase dipped in H&M red marks the transition between acts. SKYnoa frames it as an intermission, a pause in the narrative where visitors linger, photograph, and reorient themselves. Its bold color punctuates the otherwise muted palette, connecting the raw ground floor with the softer, more intimate upper levels.

H&M opens its three-level Seongsu store in Seoul

From Curated Wardrobes to a Fashion Playground

Moving up, the second floor interprets the building as a walk-through wardrobe. Modular wooden container displays carve the space into a series of closets, each grouping products through a curatorial logic. A walk-in closet inspired by traditional Hanbok fabric introduces a moment of lightness, culminating in a large fabric installation whose airy folds soften the industrial frame and introduce a local cultural reference point.

The top level shifts the emphasis toward personalization and creator-led styling. Under the theme ‘For You, By Me,’ SKYnoa transforms the floor into a content-ready environment where outfits selected by KOLs and local creators are displayed. A runway-like fitting room becomes the spatial anchor, its mirrored surfaces intensifying the sense of immersion and self-observation. Each area can be reconfigured for different creators or events, allowing the store to function as an ongoing content engine rather than a static retail layout.

wrapped in a veil-like facade

the milky, backlit skin filters silhouettes and movement