French label Drôle de Monsieur has opened its first Korean flagship, introducing a hybrid concept that merges boutique and salon within The Hyundai Seoul department store. This marks the brand’s first permanent location in Asia, following the aesthetic foundation laid by its Paris outpost.
The space reflects the distinct vision of founders Maxime Schwab and Dany Dos Santos, balancing opposing influences such as 70s-era retro design and 90s street nostalgia. “Inspired by the golden age of grand hotels,” the design blends Art Deco flourishes with Hollywood Regency elements, delivering an environment both evocative and rooted in the present.
More than a commercial retail outlet, the Seoul flagship aims to serve as a multifunctional space that nods to the street culture of the 1990s. “A place where music, movement, and the raw energy of the city converge,” it is described as “a place of exchange, inspiration, and cultural collision, where aristocratic elegance meets urban codes, where baroque refinement mingles with street sensibility.”
The founders envisioned the flagship as a kind of “cabinet of curiosities” that bridges fashion with lifestyle. Materials and finishes such as elm burl wood and velvet tapestries create what the brand calls “a cocoon-like atmosphere: intimate, tactile, and warm.” A custom-made Art Deco bar serves as a key feature, referencing the ambiance of old-world cocktail lounges.
Furnishings and décor pull from a range of historical and cultural references, with nods to iconic designers, musical influences, and European craftsmanship. “This boutique is not just a store,” the founders say, “it’s the embodiment of Drôle de Monsieur’s art de vivre.”
Among the products featured at the new flagship is the label’s signature La Chemise Monogramme — a short-sleeved polo cardigan in cotton with an embossed logo. Seasonal highlights include the Le Tshirt Slogan Tresses, which displays the phrase “Not From Paris Madame” across the front and back, and the Le Jean Baggy Brut, a raw denim style detailed with back pocket embroidery.
Location
The Boutique, The Hyundai Seoul 2nd Floor