Ami Paris made its most significant retail statement yet in Asia, celebrating the opening of its new Hannam boutique in Seoul with an exclusive evening event on April 9, 2026. The night brought together the brand’s Global Brand Ambassador and a roster of special guests for an intimate gathering at what is now Ami Paris‘s largest flagship store in the world.
The World’s Largest Ami Paris Flagship
Opened on January 18 at 45 Itaewon ro 55ga gil, Yongsan gu, the multilevel boutique spans over 425 square meters, making it the brand’s largest flagship globally.
Ami Paris said the opening signals a meaningful evolution for the brand’s retail experience, introducing a Parisian wardrobe and gathering place rooted in the timeless principles of Korean Hanok architecture. The store embraces Seoul‘s cool contemporary soul, connecting with a culturally rich neighborhood and a style attentive crowd who value effortless elegance, art, and discovery.
A Space Designed as a Home
The design journey begins before visitors even enter the main floor. Guests are led through an underground passage that opens into the Ami Garden, a curated oasis of local rowan and maple trees, before ascending to the main entrance.Â
The interior draws on traditional Korean Hanok architecture, combining dark oak, granite, and Maljat stone with Ami Paris‘s signature beige limewash, gold, and mirror finishes. Custom wooden furniture, low slung seating, and bespoke Hanji inspired paper lighting complete a space conceived not as a traditional boutique but as an urban haven and welcoming residence.
Art, Culture, and Community
The Hannam flagship also inaugurates an ongoing artist residency in collaboration with Pipe Gallery, ensuring the space functions as a dynamic site of cultural conversation long after opening day. The debut presentation features the work of Korean French contemporary artist Chansong Kim, whose practice bridges the two cultures at the heart of Ami Paris‘s identity. The opening evening brought together actor Choi Woo shik and actor Lee Jae wook among the special guests who gathered to mark the occasion.
The Hannam boutique reflects Ami Paris founder Alexandre Mattiussi‘s long held vision of creating a home wherever the brand’s community gathers, uniting Parisian ease with local craftsmanship and culture.
