Emilio Pucci opens in South Korea, Gangnam-style

By

Godfrey Deeny

Published
Mar 27, 2017

Galleria East Luxury Hall is in the ward of Gangnam-gu in Seoul, the upmarket shopping and residential neighborhood made globally famous by the K-pop dance hit Gangnam Style by singer Psy, which was shot in this area.  Pucci’s new 52-square-meter space offers all the luxury for which the brand is known: ready-to-wear, signature silk accessories, handbags, shoes, small leather goods and beachwear.
 

Walls in moss-pink capture the visual codes of the brand: dazzling prints in a kaleidoscope of colors. Notably the Parioli print, named after the posh neighborhood in Rome - an archive 1950s print with clean geometric lines, in this variation, a symphony of pink – used in recent collections.
 
Scarves are folded in a glass-topped chest of drawers; a light pink carpet matches the walls’ Parioli print. Finished with bespoke “Rive droite” armchairs produced by Cappellini, the space is in synch with the upbeat spirit of Emilio Pucci collections designed by Creative Director Massimo Giorgetti – who joined the house in the summer of 2015. Giorgetti’s latest ideas were on display at the store opening on March 17.  The debut marks a further expansion by Pucci into Asia, at a moment when round-the-clock Seoul is the continent’s most dynamic capital in terms of music, pop culture and fashion.

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The opening is also the latest display of the active development of Pucci under its current ruling triumvirate – President and heir of founder Emilio, Laudomia Pucci; Giorgetti, and CEO Mauro Grimaldi, who joined the house just days before the designer.
 
Pucci – a brand inside the stable of luxury conglomerate LVMH - already operates in Hong Kong, Kuala Lumpur and Bangkok, and has a consolidated presence in Japan. In addition, the Pucci store network extends into fashion capitals -- Milan, New York, Rome, Paris and London – and luxury resort destinations such as Portofino and Saint Tropez, reaching across 50 countries through its online flagship emiliopucci.com.