The British brand A-Cold-Wall* (ACW*) is entering the Korean market with two unique store-in-stores. At the end of February 2022, it opened the first one - a bold industrial 60-sq-meter space inside the world-renowned Hyundai Coex department store, in Seoul, and in March 2022 in Lotte Department Store, in the city’s Jamsil district, continuing the brand’s expansion in the country.

After starting a partnership with fashion consultancy and importer Modern Works in 2021, ACW* as started a series of projects conceived in-house by the ACW* team, led by designer and founder Samuel Ross. The inaugural store-in-store opened in Hyndai Coex offers a physical expression of the ACW* narrative, bringing to life Samuel Ross’ singular vision with vibrant orange elements, together with linear forms, graphic lines, and softly rounded elements. ACW* was launched in 2015 by Samuel Ross with the aim to instigate cultural conversation with the young across a range of media like, for instance, film, music, literature and physical exhibitions. More recently, the brand has been moving into a more rational mode of creation. Lending the space a unique character, artist and designer, Lee Kwang-Ho, has been commissioned to create a series of bespoke pieces for the Hyundai store-in-store. Reimagining everyday objects with a playful approach, Lee assigns new meaning to the familiar, juxtaposing traditional handcrafts with advanced 3D printing techniques. Following this debut’s site, ACW* and Modern Works have opened the second Seoul store-in-store according to a similar concept, though enlarging its product offer with a wider series of bright hue projects and a selection of denim pieces.

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