Hyundai Department Store takes over Galeries Lafayette facade in Paris

Hyundai Department Store said it is displaying a large advertisement on the exterior of the Galeries Lafayette Haussmann flagship store in Paris through Oct. 21 to mark the first European pop-up of its K-content exports platform, The Hyundai Global.

Galeries Lafayette has historically reserved its exterior advertising space exclusively for global luxury brands. This marks the first time a Korean company has placed an advertisement there.

The Hyundai Global pop-up store runs through Oct. 27 on the third floor of the Galeries Lafayette Haussmann flagship, introducing European customers to products from five K-fashion designer brands: Gimhae Kim (KIMHĒKIM), RE RHEE, LIE, FRITUR and THE ILMA.