the brand’s second location in Seoul is a charming expansion space

when brands open a second space, it’s more than just an expansion – it’s a strategic opening that’s thought through from location selection to space concept to customer experience. Here are three branded second locations we found around Seoul. check out these new spatial experiences in Seoul’s notable neighborhoods, including Seongsu, Yeonhee, and Dosan-dong.

1. allite Yeonhee – A sentimental stationery store for your records

allwrite, a stationery brand for record lovers, has a new home in Yeonhee-dong. a warm space with a neat display of postcards, notebooks, and self-made stationery. quietly opened without a sign, the space is decorated with wooden furniture and colorful notebooks that add a touch of Yeonhee-dong.

• address: 1F, 126-2 Yeonhee-dong, Seodaemun-gu, Seoul, Korea
• open: Officially opened April 10, 2024
• instagram: @allwrite_shop

2. mr. Anderson’s Sungsu – Expanding the Design Furniture Brand’s Footprint

anderson C, a design brand that started in Cheongdam and made a splash with its styling of Newzine’s home. this time, they opened a new building in Seongsu-dong. the first floor is a restaurant and cafe, and the second floor is a furniture showroom. the ‘Quad’, a space in the middle connected to the old building, is home to an exhibition of red chairs, and for a limited time, an Apple photo exhibition.

• address: 36, Seongsuil-ro 6-gil, Seongdong-gu, Seoul, Korea
• open: New building opens March 30, 2024, Apple exhibition through April 15, 2024
• instagram: @andersonc_design

3. aldif Dosan Tea Lounge – A new way to experience tea

altdif, known for its Hongdae tea courses, has opened a walk-in tea cafénear Dosan Park. The signature tea pudding, yanggang, and tea cocktails have been developed exclusively for the Dosan location, and the tea courses are served in a private room. complete with a ‘flavor notebook’ to record your own tea preferences, it’s a true extension of the tea experience.

• address: 2F, 21-4, Seolleung-ro 161-gil, Gangnam-gu, Seoul, Korea
• operation: Walk-in cafe & private tea room
• instagram: @altdif

the brand’s second location is an extension of the brand’s identity,not a mere replication. with each of these spaces reimagined in the hot spots of Seongsu, Yeonhee, and Dosan, you can experience firsthand how the brand is opening its next chapter.

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