SDD25/11_01: Retail spaces are evolving beyond traditional storefronts, becoming immersive experiences that transport visitors into new worlds. One standout example is the AMI Paris pop-up in Seoul, a cinematic experience that blurs the lines between fashion, film, and storytelling. AMI Paris has taken over a 140-square-meter, two-level space at 35 Yeonmujang-Gil, Seongdong-gu, transforming it into a vintage movie theatre. Designed as a tribute to classic cinema, the pop-up invites visitors to step into a world where fashion and film seamlessly intertwine. The facade immediately sets the tone, featuring a large theatrical poster for The Silence Between Us, a short film starring AMI's Global Ambassador and friend of the brand, Choi Woo Shik. This striking visual element heightens anticipation and draws guests into the immersive concept, reinforcing the brand’s commitment to storytelling through design.
The AMI Cinema pop-up in Seoul exemplifies the growing trend of brands designing retail spaces that go beyond transactional experiences. By integrating elements of storytelling, nostalgia, and interactivity, AMI Paris has created a destination rather than just a store. Inside, guests can explore the exclusive AMI x Woo Shik collection, a collaboration that fuses the brand’s signature Parisian aesthetic with the actor’s effortless style. The carefully curated space offers a tactile and visually engaging retail experience, encouraging guests to engage with the collection in an atmosphere reminiscent of a classic movie premiere. With its attention to detail, cinematic atmosphere, and exclusive collection, this pop-up is a must-visit for fashion enthusiasts and film lovers alike. Located at 35 Yeonmujang-Gil, Seongdong-gu, this temporary space is a testament to how brands can create memorable, culturally relevant experiences that captivate audiences and leave a lasting impression.
Pictures courtesy of Ami Paris.
