Press release

H&M unveils elevated shopping experience with new store in Seoul, Korea

H&M has today opened the doors and invite customers into its new concept store in the heart of Seoul, Myeongdong.

31 May, 2024 10:00 CEST

H &M Myeongdong store is one of the first H&M stores globally offering an elevated store experience that encourages customers to explore and celebrate self-expression. In the store, customers can enjoy a curated selection of the most fashion forward womenswear & menswear, elevated styling and our latest in-store technology for improved customer service.  

Located in the iconic shopping and cultural destinations of Myendong main street, the store spreads over around 1,580 square meters, consisting of 6 floors, including an underground fitting room lounge. The space features several elevated architectural details such as an iconic wooden staircase, a beautiful outdoor terrace, and spacious, welcoming fitting rooms.

The newly opened store introduces an immersive fitting room and smart fitting rooms. The immersive fitting room offers a 360 visual and auditory sensory experience, allowing customers to immerse and express themselves by creating and sharing stories with various moods.

In smart fitting rooms, mirrors automatically identify customers’ products, and allow for additional colours or sizes to be requested and brought to the fitting room cabins by a Sales Advisor. The mirror also offers a seamless omni experience by enabling ordering from H&M’s online store at


“We are delighted to open a new H&M store in Myeongdong, one of the most iconic areas of culture in Seoul, Korea. We believe customers will appreciate the elevated shopping experience, and find their own favourite pieces from the store’s array of fashion to celebrate self-expression. We look forward to seeing you again in Myeongdong!" 

Aneta Pokucinska, H&M Regional Manager East Asia