Karl Lagerfeld’s World Comes to Life in Seoul: A Bold, Immersive Pop-Up Experience

The legacy of Karl Lagerfeld, one of fashion’s most iconic figures, continues to evolve — this time through a daring and immersive pop-up installation in the heart of Seoul. From May 16 to May 26, the visionary world of Lagerfeld will come alive in Seongdong-gu, an emerging cultural hotspot in South Korea’s capital, fusing fashion, history, and local creativity in a 2,475-square-foot space designed to captivate and engage.

The pop-up, strategically located in a former industrial zone now brimming with design studios and art spaces, signals the brand’s intent to both honor the past and build on a future of cultural dialogue. With this project, Karl Lagerfeld as a brand steps into a new chapter in Asia — one that blends the couturier’s Parisian heritage with Seoul’s dynamic street style and innovation.

A Personal Touch: Homecoming for Creative Director Hun Kim

This Seoul activation holds special meaning for Karl Lagerfeld’s creative director, Hun Kim, who was born in the city. “Seoul has always been a source of creative energy for me,” Kim shared. “From its street style to the way the city blends tradition with bold innovation. Bringing Karl’s world home to my birth city makes this pop-up especially meaningful.”

For Kim, the installation isn’t just about showcasing fashion; it’s a deeply personal dialogue between a brand and a birthplace. The space aims to connect generations   from Lagerfeld’s longtime admirers to Gen Z style-setters discovering his legacy for the first time.

The Highlights: Iconic Symbols and Interactive Elements

Visitors are greeted by massive archways shaped like Karl Lagerfeld’s unmistakable silhouette — black sunglasses, high collars, and powdered ponytail — setting the tone for an exhibition that’s part fashion gallery, part cultural playground.

A standout attraction is Jared Leto’s full-body Choupette costume, famously worn at the 2023 Met Gala. The life-sized feline tribute to Lagerfeld’s beloved Birman cat, Choupette, is a magnet for selfies and fan admiration. The costume is both whimsical and reverent, capturing the eccentric spirit that defined Lagerfeld’s personal brand.

Also on display is a meticulously recreated version of Lagerfeld’s personal desk from his Paris office, offering an intimate glimpse into his creative mind. Surrounding it are quotes, fashion sketches, and artifacts that evoke his legendary precision, wit, and boundless imagination.

Karl Lagerfeld World Comes to Life in Seoul A Bold,

Cultural Fusion: Hanji and Hidden Surprises

In a nod to Korean tradition, one installation uses hanji — traditional handmade Korean paper — folded into miniature shirts and collars, paying homage to Lagerfeld’s iconic uniform. A single real shirt from the brand is hidden among the paper creations, challenging visitors to spot the difference and rewarding those who do with special prizes.

These interactive features are more than gimmicks. They reflect the brand’s strategy to engage with younger, digitally native audiences through storytelling and surprise — transforming fashion into an experience.

Fashion Meets Future: A Peek at Spring 2025

Alongside archival nods, the pop-up serves as a platform for the Karl Lagerfeld Spring 2025 collection. The lineup includes ready-to-wear pieces and accessories that interpret the brand’s signature monochrome palette with contemporary flair. Shoppers can view and purchase the latest designs, while also participating in fashion challenges like dressing in Karl’s signature black-and-white look for a chance to win exclusive merchandise.

Fragrance also finds its place, with the Karl Ikonik perfumes adding a sensory layer to the experience. By blending sight, scent, and touch, the installation creates a full-circle fashion journey.

Strategic Expansion: South Korea in the Spotlight

Pier Paolo Righi, CEO of Karl Lagerfeld, emphasized the importance of the South Korean market. “As we shape Karl’s future legacy, we’re excited to share stories and deepen our dialogue with a city that continues to define global style,” he said.

This pop-up marks the brand’s intention to establish a deeper presence in South Korea, where fashion consumers are known for their discerning taste and trendsetting influence. With more than 200 stores globally in cities like Paris, London, Dubai, and Shanghai, Karl Lagerfeld’s expansion into Korea aligns with its strategy to fuse heritage with innovation in high-growth fashion markets.

A Bridge Between Past and Present

Ultimately, the Seoul pop-up is more than a marketing installation — it’s a bridge between the legendary designer’s past and the fashion-forward future of Asia. It’s an invitation for fans old and new to step into Lagerfeld’s world, interact with his legacy, and walk away inspired.

For a designer who once said, “Don’t look to the past. There’s no future in it,” the Seoul pop-up finds the perfect balance  honoring the past, thrilling the present, and hinting at a bold future.