Store to serve as gateway for gauging overseas tourist reception
Flagship-exclusive collection unveiled
Permanent China store to open in December as global push accelerates
A building near Dosan Park in Gangnam-gu, Seoul, now wraps its facade in a transparent, multilayered film shell filled with air. It is the Seoul flagship store of Helinox Wear, the apparel brand run by Kolon Industries' FnC division.
Helinox Wear has opened its first flagship store in the Dosan Park commercial district. Since launching the brand in October last year, the company had opened five stores in department stores and shopping malls in major commercial districts including Gangnam and Jamsil. It has now established a large-scale base where customers can experience the brand directly. The strategy is to make the Dosan district a key base, expand its offline presence and draw in more overseas tourists.
The store spans six floors in total, from the basement level to a rooftop on the fifth floor. The total floor area is about 960 square meters. Each floor features a different mix of products and spatial design.
The core theme of the space is "lightness," visible from the storefront itself. Instead of heavy, rigid conventional building materials such as beams and pipes, the design uses light structures built from lines, planes and air — reflecting Helinox's own technology philosophy of maximizing efficiency with minimal materials throughout the space.
On the basement floor, Helinox's outdoor gear is displayed alongside Helinox Wear apparel. The first floor houses key products, a large installation and a media wall. The second floor uses a tunnel-like structure that connects products and space. The third floor features a cafe and terrace with a convertible bench system, creating a place to linger and interact rather than simply browse products. The fourth floor is a private lounge, and the fifth floor is the rooftop.
The products themselves emphasize lightness as a key strength. The Eclipse Pack Down Jacket is a prime example — weighing just 320 grams in a large size, making it ultra-lightweight. It won the Best of the Best award at the 2026 Red Dot Design Award. The flagship store's opening will showcase the jacket's full color lineup.
Limited editions are also available. A new product, the Spectra Eclipse Pack Down Jacket, applies a titanium-coated lining with water-repellent, windproof and heat-reflective properties to the Eclipse Pack Down Jacket, and will be sold in limited quantities exclusively at the Seoul flagship store. The store also offers an exclusive collection inspired by Seoul, including T-shirts, a grocery bag, a camp cap, a bandana and a key chain.
Helinox Wear plans to use the flagship store as a base to draw in overseas tourists as well. On Xiaohongshu, China's largest lifestyle platform, Helinox's account has drawn strong engagement for its Helinox Wear campaign videos and news of the Seoul store opening. As of early September, its followers surpassed 60,000.
In fact, foreign tourists account for more than 25 percent of visitors at the Helinox Wear store in Starfield COEX Mall. Based on this, the company plans to use the Seoul flagship store as a base to further expand the inflow of overseas tourists.
The brand is also stepping up its global push in the second half of the year. In October, it will enter Shanghai, China, with a pop-up store to gauge local reception and lay the groundwork for expanding its distribution network. It will then open a permanent store there in December.
"It will serve as a key base for absorbing not only domestic customers but also a global fandom, and a powerful springboard for the China launch pop-up and the global expansion roadmap continuing through the second half of this year," a Helinox Wear official said.
siuu@heraldcorp.com
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