W Concept opens first flagship store in Hannam-dong

Fashion platform W Concept announced Friday it will open W Hannam, its first standalone flagship store since the company's founding, as part of a push to strengthen its online-to-offline, or O4O, strategy.

The store, located in Hannam-dong, Yongsan-gu, Seoul, spans four floors — one below ground and three above — with a total retail area of 384 square meters. It will carry fashion as its centerpiece, alongside beauty and lifestyle offerings designed to showcase the brand's curation capabilities.

Each floor features a distinct product category and theme. The basement level houses a beauty zone, while the first and second floors operate as fashion showrooms presenting brands and exclusive products that W Concept has primarily offered online. The third floor is a lifestyle zone stocked with premium lifestyle products curated by W Concept.

Hannam-dong is a commercial district where K-fashion and lifestyle trends converge. W Concept plans to introduce emerging designer brands and products highlighting Korean aesthetics to both domestic and international visitors, aiming to deliver differentiated experiences and expand customer touchpoints.

Through the end of this month, W Concept is also running an event linking 18 partner brand stores in the Hannam-dong area. Customers who pick up a map at W Hannam and visit and verify stops at participating stores — including Siayage, Lookcast, Till I Die, Louvre, Tony Weg and Mango Maniflease — will receive a random gift.

"W Hannam is a space where customers can directly experience W Concept's curation capabilities and the originality of our designer brands," a W Concept official said. "Going forward, we will also hold live shoots and other events at the store, operating it as an offline hub that connects customers and brands."