IVE's Rei visited MISEKI SEOUL's newly opened flagship store in Hongdae. She has been the brand ambassador since the 2026 Spring/Summer season and is now in her second season for the Fall/Winter campaign. The visit marked a celebration of the flagship store's opening. Rei explored every corner of the space and experienced the latest collection firsthand. Located at 395-18 Seogyo-dong, the store operates from 12 PM to 9 PM.
The store's concept centers on memory. Some forms remain sharp while others shift subtly over time, filling the space with layers of recollection. The goal was to create a feeling of stepping into someone's memory. The atmosphere is both unfamiliar and thrilling, wrapping around the entire space. Rei moved through this unique environment with a blend of ease and curiosity.
MISEKI SEOUL has expanded its identity through its collaboration with Rei. Two seasons of partnership have built trust that led to this flagship store visit. Rei naturally embodies the brand's aesthetic while adding her own youthful sensibility. The video released from the visit captures moments where Rei's everyday presence harmonizes with MISEKI SEOUL's spatial design.
The choice of Hongdae as the location carries weight. Opening a flagship store in this hub of youth culture and art signals the brand's direction. Rei's visit brought life to the space. The abstract concept of memory becomes a concrete image through her. What memory would you carry with you when visiting this place?
The store's concept centers on memory. Some forms remain sharp while others shift subtly over time, filling the space with layers of recollection. The goal was to create a feeling of stepping into someone's memory. The atmosphere is both unfamiliar and thrilling, wrapping around the entire space. Rei moved through this unique environment with a blend of ease and curiosity.
MISEKI SEOUL has expanded its identity through its collaboration with Rei. Two seasons of partnership have built trust that led to this flagship store visit. Rei naturally embodies the brand's aesthetic while adding her own youthful sensibility. The video released from the visit captures moments where Rei's everyday presence harmonizes with MISEKI SEOUL's spatial design.
The choice of Hongdae as the location carries weight. Opening a flagship store in this hub of youth culture and art signals the brand's direction. Rei's visit brought life to the space. The abstract concept of memory becomes a concrete image through her. What memory would you carry with you when visiting this place?
FAQ
When did IVE's Rei start working with MISEIKISEOUL?
Rei became a brand ambassador for MISEIKISEOUL starting with the 2026 Spring/Summer season. She's now in her second season of collaboration through the Fall/Winter campaign and visited to celebrate the opening of the Hongdae flagship store.
Where is the Hongdae MISEIKISEOUL flagship store located?
The MISEIKISEOUL flagship store is located at 395-18 Seogyo-dong, Mapo-gu, Seoul. The store operates from noon to 9 PM and features a spatial design centered around the concept of 'memory.'
What is the concept behind the MISEIKISEOUL flagship store?
The flagship store's concept is 'memory.' It fills the space with forms that remain vivid and those altered by time, creating the feeling of stepping into someone's recollection.
