Over the summer, LEMAIRE launched a film screening series at its Seoul flagship store featuring a curated selection of summer films. The store’s second floor has also been transformed into a reading room for a limited time, featuring a curated selection of film, art, and poetry books.
LEMAIRE, a timeless French contemporary brand, known for its sophisticated approach to fashion, continues to make waves in Seoul with a series of cultural events at its flagship store. This summer, LEMAIRE hosted its first-ever series of film screenings in South Korea called “TASTE OF SUMMER,” at the outdoor garden of its flagship store in Hannam. This marked the brand’s inaugural film screening series in Korea and featured a curated selection of summer-themed films.
LEMARIE’s Flagship Store in Seoul: A Hub for Art and Culture
LEMAIRE’s flagship store in Hannam opened in November 2023 as its second global flagship store following the opening of its Paris store. The beauty of this store is that it is not just a retail space but also a venue for cultural enrichment.
Located in the heart of Seoul’s art and culture district, the store was designed to reflect both the brand’s sophisticated aesthetic and its commitment to cultural engagement. The store is housed in a renovated 1970s two-story home and combines modern design with traditional Korean elements, providing a unique backdrop for its events.
“A Taste of Summer” Film Screening Series
Over the summer in Korea, LEMAIRE’s Seoul film screening series included three carefully selected summer films: Jacques Rozier’s “Du côté d’Orouët,” Shinji Somai’s “Moving,” and Lucrecia Martel’s “La Ciénaga.” Each film reflects the ephemeral nature of summer and its diverse landscapes, from the Atlantic coast of France to the humid cityscapes of Kyoto and the subtropical forests of Argentina.
A Sense of Place, Time, and Tune
LEMAIRE’s lineup of cultural events is not limited to film screenings. In April, the brand launched its first exhibition titled “a sense of place, a sense of time, a sense of tune.” The exhibition featured the photography of Osma Harvilaht in Ho Chi Minh City and Hanoi, which captured the movement and hustle of Vietnam’s motorcyclists.
The subjects of the images were captured wearing LEMAIRE’s Spring-Summer 2023 and 2024 collection. The exhibition was curated by Jos Auzende and Sarah-Linh Tran and explored themes of travel and cultural influence.
Engaging Artists Discussions and a Reading Room
LEMAIRE’s film screening event was followed up with a vibrant talk session featuring actress Moon So-ri, poet Yoo Jin-mok, and director Jang Gun-jae, who engaged in discussions about LEMAIRE’s philosophy and the thematic essence of summer in film.
The store’s second floor has now been transformed into a reading room curated in collaboration with the independent bookstore Paums Seoul. The reading room features a range of books, including film criticism, notes from cinephiles, poetry, photography, and literary essays and will be open until October 31, 2024.
Expanding Cultural Horizons
LEMAIRE’s approach extends beyond the typical retail experience. By integrating art and culture into its flagship store initiatives, the brand not only showcases its fashion collections but also enriches the cultural fabric of its host cities. This strategy aligns with the broader vision of LEMAIRE to blend fashion with cultural exploration, making its flagship store a true cultural destination.
Nam Ho-seong, Head of Overseas Products, remarked, “Through these events, we aim to convey new inspiration and the brand’s philosophy, allowing our customers to experience the values and identity of LEMAIRE through a cultural and artistic approach.”
LEMAIRE Hannam, Seoul
8-3 Daesagwan-ro 11-gil, Yongsan-gu
Open Monday to Sunday from 11am to 8pm
