Fear of God Opens a Temporary Shop in South Korea

by | Feb 7, 2023 | BUSINESS | 0 comments

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Fear of God just unveiled its first pop-up shop in Asia as part of a retail expedition.

The Los Angeles brand, founded in 2013 by Jerry Lorenzo, launched a shop in Seoul’s opulent Hyundai Trade Center that would be open for six months. There are also boutiques like Hermès, Gucci, Loewe, Louis Vuitton, Prada, and Burberry in the shopping area.

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In a statement, Lorenzo stated, “We’ve always had a particular place in our hearts for [South] Korea. The people and culture of the nation struck me as being very similar to the ambiance we aspire for at Fear of God: lovely, classy, smart, elegant but friendly, inviting, and modest. This was after I visited the nation back in the winter of 2018.

The brutalist architecture of the building serves as the setting for the minimalist store, which focuses on singular Fear of God sculptures. It will start with an immersive display of the brand’s Eternal Collection.

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Fear of God’s basic and practical design ethos is complemented by the shop’s understated interior layout, according to the business. There are contrasted concrete, muted hues, suede-like textures, and brushed steel.

Each side of the tiny shop is surrounded by two sculpted concrete walls that are erected at an angle. Shoe, clothes, and accessory storage is provided on each wall by niches and shelves.

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The gallery-like area allows customers to roam around as if they were at an art show. To promote more personal interaction, the product presentation is purposefully constrained. The majority of the inventory is kept in a backstock section to be brought out by sales employees.

“We want a location that would enhance the collection without overshadowing our viewpoint on apparel. Therefore, we need something that was as wonderful as it is without judgment, Lorenzo said.

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The creator of Fear of God said that his sales and merchandising staff helped him choose certain items of products.

This is the first pop-up shop for Fear of God. In London, Selfridges had a shop-in-shop for it. Bergdorf Goodman, Nordstrom, and Mr. Porter are among further retail partners.

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“We don’t actually test run,” Lorenzo said when asked whether this was a trial run for upcoming shops.

We just flee.

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