PARIS — Marine Serre is opening its first stand-alone boutique worldwide in Seoul, underlining the South Korean capital’s growing status as a global fashion hub.

The French fashion brand, known for its upcycled creations and innovative show formats , has partnered with local fashion marketplace Musinsa to open a brick-and-mortar location in a former private residence located in the Hannam-dong neighborhood, known for its cool cafés, designer boutiques and contemporary art galleries.

Conceived in collaboration with U.K.-based design studio Sybarite , Marine Serre Hannam House aims to upend traditional retail codes with a design that resembles a home and emphasizes spiritual elements.

“Just as the crescent moon — Marine Serre’s emblem — embodies phases of renewal, the store gui

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