"Korea's leading contemporary fashion brand ‘TIME’ has opened its first global flagship store in Seoul‘s luxury avenue ."
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.
The concept for the project was inspired by natural landscapes stretching out under a wide, open sky.
Soft, clear light and the gentle feel of sandy beaches shape the mood of the space, which features a simple but refined palette reminiscent of pebbles and seashells found along the shore.
Several important materials were used throughout the design.
One of the key elements is ceramic tile, created from the curved and rounded shapes of traditional Korean giwa roof tiles. These classic forms and colors have been reinterpreted in a modern way to build a unique identity for the space.
Ceramics also appear widely inside the building.
All colors, shapes, and geometric layouts were custom-designed for this project.
Both the terrazzo and ceramic elements were specially made, with great care given to texture and material detail.
The aim is for visitors to feel connected to nature as they explore the space—through the vertical structure of the building, the density of the rooms, and the shifting views of the city that unfold as they move from floor to floor.
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.
Team:
Architects: HANDSOME Corp.
Design: Caspter Mueller Kneer
