Palace Skateboards is continuing its expansion across South Korea, announcing the opening of Palace Jamsil on August 22. The new store marks the London-born label’s third physical location in the country.
Located inside Lotte World Mall in Jamsil, the new space places Palace within one of Seoul’s biggest shopping destinations, situated at the base of the 555-metre Lotte World Tower. The move gives the brand a very different setting from its existing Seoul stores, bringing its skate-led identity into one of the city’s major retail hubs.
Palace first established its Seoul presence on Apgujeong Rodeo Street, opening a two-storey standalone space in the fashion-focused Apgujeong neighbourhood. The location quickly became an important stop for the brand’s Korean audience, placing Palace alongside the area’s concentration of luxury, streetwear and contemporary fashion retailers.
The Jamsil opening now broadens that footprint considerably. While Apgujeong is known for its fashion-led streets and independent retail scene, Lotte World Mall offers Palace access to a much larger and more varied stream of shoppers. The expansion also arrives as Seoul continues to strengthen its position as a global destination for fashion, with districts such as Apgujeong, Hongdae and Seongsu attracting an ever-growing mix of international and Korean brands.
Palace is giving the new location its own identity through the store’s architecture. Drawing from structural elements associated with a UNESCO World Heritage Site, the interior translates historical Korean architectural references into a contemporary retail environment. Long, uninterrupted lines and repeated pillar structures create a clean, geometric space that contrasts with the more traditional references behind the concept.
The opening will also be accompanied by a special collection produced specifically for Palace Jamsil. Unlike the brand’s wider seasonal releases, the commemorative range will only be available from the new store, giving the launch an additional incentive for Palace collectors and local fans.
With its third Korean location, Palace is continuing to build on a global retail network that spans major fashion capitals while adapting each space to its surroundings. Jamsil marks the latest step in that strategy, placing the brand directly within one of Seoul’s busiest retail environments.
Palace Jamsil opens on August 22 at Lotte World Mall, with the store-exclusive collection available from launch.
