How are the flagship store and SHOP AMOMENTO, which stand side by side in Seochon, different?
With two stores bearing the name AMOMENTO located close together in an alley in Hyoja-dong, Jongno-gu, many people wonder which one to head toward.
The flagship store is a standalone store that brings together AMOMENTO's in-house collection and experiential spaces, while SHOP AMOMENTO is a select shop that introduces a variety of brands together.
Two doors welcome guests a short distance apart in the alleyway. While the flagship store focuses on fully showcasing the identity and entire lineup of a single brand, the select shop curates and presents items from multiple brands carefully chosen with a distinct eye. Depending on your purpose for browsing clothes, the door you visit will differ.
The flagship store, located in Hyoja-dong, Jongno-gu, is the first standalone store introduced by AMOMENTO[1]. Within the spacious area of about 100 pyeong, each season's main collection is faithfully provided[2]. In addition to clothing, diverse experiential zones such as an archive zone, installation space, and lounge are arranged together so that you can experience the brand's visual message three-dimensionally[3].
SHOP AMOMENTO near the flagship store has a completely different character[4]. This place first opened its doors in Seoul as the select shop that became the birthplace of AMOMENTO[5]. The original brand AMOMENTO was born based on the sensibilities of this space[6]. Inside the store, items from various external creators that share the brand's direction and texture are introduced together in sensual harmony[7].
hmmm, if you want to take in AMOMENTO's complete collection and brand world at a glance, visiting the flagship store first is natural, whereas if you want to experience a broad range of tastes selected through the brand's eyes, browsing SHOP AMOMENTO first is natural.
The specific walking time between the two stores and the exclusive product lineups featured solely at each store have not yet been confirmed.