NOICE is opening a new store on the 3rd floor of The Hyundai Seoul on March 27, alongside its 26SS campaign 'Wave Riders CLUB' featuring ambassador Park Seo Jun. Drawing inspiration from 1970s California youth culture and the film Lords of Dogtown, the collection reinterprets the raw, free-spirited skate culture through a contemporary lens.
In the campaign, Park Seo Jun embodies NOICE's vision of freedom with an effortless yet commanding presence that slips past conventional rules. His styling highlights the brand's fluid identity, seamlessly moving between contemporary design and vintage streetwear aesthetics. The new store is conceived not merely as a retail space, but as an immersive environment where visitors can experience the season's mood firsthand.
Following last year's OASIS collaboration pop-up that drew significant attention, NOICE is poised to captivate The Hyundai Seoul once again. The store will operate Monday through Thursday from 10:30 AM to 8:00 PM, and Friday through Sunday from 10:30 AM to 8:30 PM. Visit the 3rd floor of The Hyundai Seoul to discover NOICE's latest chapter.
In the campaign, Park Seo Jun embodies NOICE's vision of freedom with an effortless yet commanding presence that slips past conventional rules. His styling highlights the brand's fluid identity, seamlessly moving between contemporary design and vintage streetwear aesthetics. The new store is conceived not merely as a retail space, but as an immersive environment where visitors can experience the season's mood firsthand.
Following last year's OASIS collaboration pop-up that drew significant attention, NOICE is poised to captivate The Hyundai Seoul once again. The store will operate Monday through Thursday from 10:30 AM to 8:00 PM, and Friday through Sunday from 10:30 AM to 8:30 PM. Visit the 3rd floor of The Hyundai Seoul to discover NOICE's latest chapter.
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