Filippa K, the Swedish fashion house, just announced its collaboration with Tom Greyhound, the contemporary concept store. The collaborative outing comes in the form of an exclusive pop-up store in the heart of Seoul, South Korea, from September 8th to the 27th.
The pop-up store marks the debut of Filippa K’s redesigned aesthetic, a seamless evolution from its recently rejuvenated flagship stores in Helsinki and Amsterdam.
The ambiance of the pop-up is a palette of muted whites, mirroring the essence of Filippa K’s Autumn/Winter 2023 collection, itself a celebration of the brand’s enduring commitment to freedom and lightness since its inception in 1993. Drawing inspiration from Werner Herzog’s 1974 documentary, “The Great Ecstasy of Woodcarver Steiner,” which profiles Swiss ski jumper Walter Steiner, the season introduces 70s-inspired silhouettes through a 90s lens reminiscent of vintage skiwear.
The interior features a plush, wall-to-wall carpet in white, simulating freshly fallen snow, a curved modular sofa in off-white bouclé wool that pays homage to ski slope contours, polished steel railings, and a rear wall that showcases the AW23 runway film.
A centerpiece of the shop is a locally commissioned traditional moon jar handcrafted by South Korean artisan Gi Seok Han. Fashioned from locally sourced porcelain, the spherical jar has a simple white glaze and carries a curated selection of blooms by local florist You Jung Kim from Keepeen. With sustainability in mind, every element is sourced locally, minimizing transportation costs, while all materials from the pop-up can be sent to Sweden for future use.
The Filippa K pop-up store runs from September 8th to 27th and is located at Tom Greyhound Downstairs, located at 10-3 Dosan-daero 45-gil, Sinsa-dong, Gangnam-gu, Seoul, South Korea. The shop is open from 11 am to 8 pm.
