BEAKER'S Our Seoul Project

As Seoul Fashion Week kicks off, here’s a throwback from Beakers recent project with Korean designers that took place in-store and continued on throughout the summer.

Beaker is a life style driven concept store in Seoul offering an eclectic mix of brands sourced from all over the world. And the world to this unique concept store includes ‘Korea’, a point of difference that stands out immediately in a market where multi-label boutiques compete and clash all the time with an ‘International Designer Brands only’ strategy. The flagship store that opened up in the heart of Hannam-dong back in 2012 has been endorsing Korean talents through a project called ‘Our Seoul’ since 2015. The aim is to highlight the city ‘Seoul’ and communicate the various different stories of those living in the metropolitan city.

The store officially launched the project in April this year by presenting a series of collaborations with the home grown Korean designer brands worthy of attention. As the brief reads with a poetic description of ‘the early mornings spent at the traditional palaces, the vast River Han surprisingly serene at times, the fast paced busy lifestyle, and the high street that never shuts down,’ Seoul is no doubt a city full of charms. The collection has been specifically created with the city of ‘Seoul’ being the the main inspiration.

The city’s metro map is turned into a tag for an unbalanced shirt with a slash shoulder detail by Beaker’s own collection for the project and another map simplified into a graphic design square for a basic unisex white tee shirt. The slogan ‘Oui Seoul’ embraces the tee shirt of the Korean-French duo designer brand Oui Paname who demonstrated the heat press action during the night of the launch. The tee shirt was then packaged into a pizza box made especially by the brand! Creative Director Hymee Lee’s brand Eenk created classic handbags for ladies with a unique square shaped brass handle in different shades from white to black.  

‘Our Seoul’ project that has now taken up the entire floor spaces at the Hannam-dong flagship store introduces 12 exciting Korean designer brands including Beaker’s own line inspired by the city. The launch was celebrated with a series of witty films starring Korean born influencer Irene who was present at the launching party in April supporting the exciting collaboration. Irene was spotted introducing the collection with Eva Chen who was present in Seoul at the time to attend the Condé Nast Luxury Conference fronted by Suzy Menkes.  

The store also invited Seoul’s hip music talent DJ Soulscape to be in charge with the music as well as the local’s favourite fried chicken store ‘Friend Chicken’ to offer a taste of ‘Chi-Maek’, the fried chicken and beer combo made famous all over Asia thanks to the popular K-Drama, ‘My Love from the Star’.

‘Our Seoul’ is a pop up that has been running in the store since the end of April at Beaker Hannam-dong flagship store only.


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Photos provided by BEAKER
Written by Inhae Yeo
Editor Tamara Beharry