(Seoul=Yonhap News Agency) Reporter Gu Jeong-mo reports that Musinsa announced the opening of its first overseas offline curated store, “Musinsa Store Shanghai Anfu Road,” on the 19th. This store is located on Anfu Road, a prominent trendsetting street in Shanghai, to expand its reach with local Chinese consumers.
Anfu Road is akin to Seongsu-dong in Korea, a hub for fashion professionals and influencers, and is considered a key commercial area leading Shanghai’s trends.
The Musinsa Store Shanghai Anfu Road occupies about 210 pyeong (approximately 695 square meters) across three floors of a century-old building. It features 59 brands, including 44 Korean fashion and accessory brands and 15 Chinese local and global sports brands. By showcasing Chinese brands alongside Korean brands, the store aims to offer Chinese consumers a locally-friendly combination to experience K-fashion.
Elements highlighting Musinsa’s brand story are strategically placed throughout the store to enhance immersion in the spatial experience. The staircase wall connecting the first and second floors exhibits reinterpretations of Korean Musinsa stores, such as those in Seongsu, Gangnam, and Hongdae, in an Oriental-style artwork. The store also features a “Shoe Wall” reflecting Musinsa’s identity originating from sneaker communities and a “Cap Club” showcasing various hats.
A Musinsa representative noted, “Musinsa Store Shanghai Anfu Road is a strategic offline space that proposes K-fashion in a new way by combining historical heritage with Musinsa’s modern curatorial sensibility.”