LONDON – British streetwear brand Palace is doubling down on the South Korean fashion scene with the opening of its third store in Seoul on Saturday.

The new 1,500-square-foot flagship is located on the first floor of Lotte World Mall in Songpa District, adjacent to Lotte World Tower, South Korea’s tallest building at 555 meters and 123 stories.

The location extends Palace’s strategy of turning each flagship into a site-specific “destination” that fuses skate culture with local architectural and cultural references.

Palace’s first Seoul flagship in Apgujeong, for example, interpreted a traditional Korean palace through the brand’s own lens with green carved wooden walls, marble podiums, stone benches, a giant bulldog statue and immersive installations.

More recently, the brand’s Hong Kong store in Causeway Bay took cues from Tai Kwun and the city’s neon legacy, and its first mainland China store in Shanghai’s Zhangyuan compound was a Yuyuan Garden–inspired build-out featuring LED columns and pavilion-like structures.

For its third Seoul address, Palace turned to Jongmyo Shrine, a UNESCO World Heritage site that houses the spirit tablets of former kings and queens of the Joseon Dynasty. It drew on the site’s horizontal continuity to inform a long, linear layout.

Visitors will enter the retail space through a mirror-glass skateboard deck installation and an infinity-mirrored 3D triangle logo, anchored by an oversized bulldog sculpture that has become a recurring motif in the brand’s retail identity.

Inside, round concrete columns with a corduroy-fluted finish, mirrored walls and stained teak paneling reference Jongmyo’s architecture, while camouflage marble injects a streetwear edge. There is also a freestanding video wall, green marble fixtures and a custom U.K. DPM camouflage carpet.

To mark the opening, Palace will release a Seoul-exclusive capsule of limited-edition apparel and accessories, spanning shell jackets, shorts, hoodies and T-shirts.

The drop features Olympic-inspired graphics that nod to nearby Seoul Olympic Park, built to host the 1986 Asian Games and the 1988 Summer Olympics. It also includes motifs inspired by Lotty and Lorry, the raccoon mascots of Lotte World, further embedding the brand within the Lotte ecosystem.

The Lotte World Mall flagship follows a broader acceleration of Palace’s Asian rollout, as the brand has expanded distribution and deepened its direct-to-business model in the region, with recent Companies House filings highlighting a 92 percent jump in direct-to-business sales driven primarily by its South Korean distribution agreement.