ATiiSSU reimagines Western codes through a surreal desert landscape, turning its Dosan flagship into a cinematic brand world. Distorted architecture, sculptural installations, and bold colour contrasts create a space designed for both immersion and shareability. By pairing narrative-driven design with exclusive product drops, the activation shifts retail from display to experience, where storytelling, scarcity, and cultural relevance drive real engagement.

Louis Vuitton’s refreshed Seoul Dosan flagship reimagines retail as a hotel-inspired journey rooted in the House’s art of travel. Across three floors, iconic Monogram bags are curated through concierge, lounge and lifestyle settings, blending heritage, hospitality and storytelling. It’s a powerful example of how luxury flagships are evolving from stores into immersive brand destinations, where legacy codes are experienced, not just displayed.

Louis Vuitton debuts La Beauté, a beauty collection that turns makeup into lifestyle and retail into theatre. Launching in Seoul’s Dosan district, the three-floor pop-up blends virtual try-ons, makeup lounges, and a café serving desserts inspired by signature lip shades. At its core: LV Rouge, 55 lipsticks alongside balms and palettes, housed in collectible trunk-inspired cases. Crafted with Pat McGrath’s vision, the line elevates beauty into an immersive extension of Vuitton

SDD25/12_02: Louis Vuitton has unveiled the second chapter of its 'Louis Vuitton x Murakami Re-edition Collection,' transforming its Seoul Dosan store into an immersive retail experience inspired by springtime and cherry blossoms. This latest release pays tribute to Takashi Murakami’s iconic cherry blossom motif, first introduced 20 years ago, and meticulously revived across approximately 40 products, including city bags, silk squares, sneakers, platform sandals, and custom-m

SDD24/30_05: Diesel Dosan, Diesel's third store in Korea, offers a cutting-edge shopping experience across four floors and a rooftop. Located in Seoul, this flagship store showcases the brand's bold and experimental design ethos, with an exterior featuring the iconic Diesel red logo. Inside, the store embodies the dynamic visual language crafted by Creative Director Glenn Martens. Pictures courtesy of Diesel.