Madhappy has opened a new flagship in Seoul’s Dosan Park, marking the Los Angeles brand’s fifth permanent store and its second international location. The 3,400-square-foot space follows openings in West Hollywood, New York, Tokyo and Malibu, extending the brand’s retail language into South Korea through a design developed with PlayLab, Inc.
FASHION RETAIL
For their fourth store collaboration, Madhappy and the Los Angeles-based creative studio conceived the interior as an abstract forest of timber columns. Some of these elements remain from the building’s existing structure, while others were introduced to define zones for retail, café use and gathering. The repeated vertical forms create rhythm throughout the open plan and allow customers to navigate the store without relying on conventional partitions.
An all-glass façade keeps the interior visually connected to the surrounding multistory building and the street outside. Behind it, a continuous field of blue poured terrazzo covers both floors and walls, establishing a strong visual base for the timber structure. The contrast between the cool terrazzo and warmer wood gives the space its primary material identity.
At the center, two columns take on an additional role as sculptural speakers. A pair of custom sofas combining glass and fabric sits nearby, creating a social area within the retail floor. Red lacquer millwork appears throughout the interior, including within the fitting rooms, where metal fixtures introduce another layer of material detail. Matching red lacquer vases repeat the color at a smaller scale and tie the furnishings back to the architectural elements.
The design continues outside through a small garden furnished with custom benches. This exterior area extends the store beyond its glazed perimeter and supports the emphasis on gathering that Madhappy incorporates into its retail spaces.
Hospitality plays an equally important role through Pantry, Madhappy’s café concept first introduced in West Hollywood. The Seoul location brings together several local and international food partners. Los Angeles-based LOQUAT COFFEE developed an exclusive coffee blend for Pantry Seoul, while Seoul pâtisserie Maison M’O supplies a daily selection of French pastries. ZENZERO, also based in Seoul, contributes a rotating gelato selection developed around seasonal ingredients.
By integrating the café directly into the flagship, Madhappy gives the space uses beyond shopping and creates another reason for visitors to spend time inside. Retail, food and social areas coexist within the same open layout, with the timber columns providing structure without closing these functions off from one another.
The opening also introduces limited-edition capsules available exclusively at the Seoul store, alongside recent Madhappy collections and collaborations with Hanes and PUMA.
