I can assure you that the London space is worth a visit, and I believe the one in Seoul will not disappoint either. It’s interesting to observe how, more and more frequently, brands targeting younger generations are blending creative concepts, product categories, and, consequently, content. Initiatives like these are still rare in Europe but are increasingly common in Asia, where innovation and customer experience are at the heart of business strategies.
The Southbank Centre in London, the birthplace of the skatewear brand Palace, is where co-founders Gareth Skewis and Lev Tanju spent years skateboarding. This brutalist space, preserved in 2013 through the “Long Live Southbank” campaign, played a crucial role in the brand’s formation.
Recently, Palace opened a store in Seoul inspired by Southbank, designed by Steve Oh. The store merges brutalist elements with touches of luxury, such as concrete pillars and grey marble floors, while Southbank’s benches are recreated in red marble. Oh aimed to honor the culture and history of Southbank by celebrating the unique cement craftsmanship that, through Baltic pine molds, gives the material a warm, textured finish.
The store also features playful elements, such as a sculpture of an English bulldog and a “P”-shaped light, the signature logo of Palace. This is Palace’s second store in Seoul, following the opening of a flagship in Apgujeong in 2024. The founders highlight the city’s vibrant skate scene and their strong connection with the local fanbase.
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