Photography: Yoann & Marco

Jacquemus’ playful pop-up store has arrived in the Seongsu-dong district of Seoul, and it looks like a monumental version of the brand’s signature handbag.

The all-white Café Fleurs launches to celebrate the brand’s Bambimou bag, which inspires the exterior of the building with its puff-flapped roof. The playful intervention has a fantasy, almost AI aesthetic that taps into the sense of whimsy the brand is synonymous with.

Inside, the 2,000 sq ft minimalist shop features a curvilinear bar and a constellation of spotlights overhead. The back wall features a trio of extended shelves arranged with vases of white lisianthus flowers – bouquets of which are available to customers.

Colour, meanwhile, comes courtesy of bags and accessories from Jacquemus’ fall 2023 ‘Le Chouchou’ collection, displayed along another wall.

Jacquemus previously launched a pop-up flower shop in Paris in 2021. Its Seoul edition also serves eight specially conceived drinks as part of the brand’s elegantly curated sensory experience. But you’ll have to be quick to see it in person: the pop-up store is open until 29 October 2023.

Yeonmujang-gil, Seongdong-gu, Seoul – Republic of Korea


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