It’s not only high-fashion that goes mainstream, adopting streetwear and sportswear silhouettes in abundance. The cross-pollination also works vice versa, seeing certain brands rooted in streetwear and sportswear catapulted into the upper fashion spheres. Founded in 2009 by London-based entrepreneur Levent Tanju, skateboard brand PALACE has gained a global cult following, opening standalone stores in a handful of fashion capitals. Today, the brand has inaugurated a new retail space in what is now widely regarded as Asia’s new fashion and lifestyle capital—Seoul. Situated on Apgujeong Rodeo Street, a popular shopping artery in the city’s highly coveted Apgujeong neighbourhood, the store occupies two floors of a modern standalone building with a clean façade adorned with a three-dimensional, tilted PALACE sign. The interior design is contemporary and playful, but also infused with elements from Korean culture, notably the grandeur of, yes indeed, historic Korean palaces.

Upon entering the store, shoppers encounter the real deal—PALACE skateboard decks showcased on a curved mirror wall. Inside, the vibe is solemn yet welcoming, thanks to an infusion of dark timber which clads the walls, floor, ceiling and even the columns and beams. A series of marbled elements, such as seating and the sales counter, and emerald filigree panels avoid any visual monotony. One floor up, at the entrance of the second floor, a bulldog sculpture, a longtime symbol of the brand, sits underneath a large skylight greeting shoppers. The settings here are largely similar, but come with a slight twist thanks to tiered marbled display units and decorative, broken concrete beams with the PALACE name engraved on the side, serving as seating and displays. The new PALACE store carries the brand’s full range of apparel, accessories, bags, and obviously, skateboard decks. For the store opening, an exclusive range of coveted items are released.

Images © PALACE