TIME Opens Its First Stand-Alone Flagship Store, 'TIME SEOUL'
South Korea's leading contemporary fashion brand TIME has opened its first-ever global stand-alone flagship store, TIME SEOUL, on November 7. Marking a historic milestone since its launch in 1993, this flagship represents the brand's heritage, iconic design, and understated elegance, offering a multidimensional experience that extends beyond fashion into gastronomy and lifestyle.
Located in Apgujeong, Seoul, TIME SEOUL consists of four floors, featuring womenswear, menswear, lifestyle, and the heritage-inspired ‘1993 LOUNGE’, the casual European dining restaurant ‘CAFE TIME’, and a rooftop garden.
The architectural design was led by London-based studio CMK (Casper Mueller Kneer), renowned for its sophisticated and minimal approach. The façade, composed of translucent glass blocks, allows soft natural light to flow into the space, seamlessly connecting the interior and exterior while embodying TIME’s philosophy of refined aesthetics.
Inspired by the concept of ‘Scene & Scenery’, the space reflects the flow of time and layers of everyday life, embodying TIME's timeless aesthetic.
The first floor, 1993 LOUNGE, showcases exhibitions, lifestyle objects, signature accessories, and exclusive items available only at TIME SEOUL. A work by renowned British conceptual artist Michael Craig-Martin is on display, alongside a curated selection of lifestyle pieces that reflect the brand's aesthetic sensibility. Around ten exclusive items have been introduced to celebrate the opening.
The second floor is dedicated to TIME Womenswear, where Korean traditional roof tiles (giwa) are reinterpreted in modern ceramic materials, offering a contemporary expression of Korean aesthetics. The highlight is the ‘Button Bar’, reimagining over 30 years of TIME’s heritage through its archive of buttons — each representing the brand's timeless craftsmanship. Visitors can personalize their TIME pieces by selecting from the Button Bar collection.
The third floor features Menswear and the TIME global collection, defined by elegant blue tones. TIME made its global debut in Paris for the FW24 season and continues to present new collections each season during Paris Fashion Week. At TIME SEOUL, the Fall/Winter 2025 global collection will be displayed alongside the menswear line, underscoring the brand's evolving international presence.
The fourth floor houses CAFE TIME, offering a European semi-casual dining experience that combines seasonal ingredients with a creative French sensibility. Paying homage to the bistros once frequented by Parisian intellectuals, the restaurant expresses TIME’s essence through color — blue for origin, green for harmony, and yellow for radiant city moments. Dishes are served on exclusive tableware crafted in collaboration with French porcelain brand PILLIVUYT.
