SAN SAN GEAR Opens Its New Flagship in Hannam, Seoul
by Adriano Batista
SAN SAN GEAR has opened its second flagship store in Hannam-dong, Seoul, following its first location in Hapjeong. The new space offers an immersive experience of the brand’s expanded worldview, reinterpreted through the calm atmosphere unique to the neighbourhood.
The central theme is duality, reflecting the brand’s exploration of contrasting values: street style and utility, function and design. The entire space translates these ideas into an architectural experience. Elements of the original private residence have been preserved while new scenes inspired by public spaces create transitions between different environments. On the first floor, the boundary between house and courtyard is softened, with a large circular structure and circular patterns across the floor creating a stage-like setting. The second floor introduces platforms and runway-like elements at varying scales to create different levels of spatial density. The basement level will screen The Other Lights in the City, a short film by director Park Se-young produced in conjunction with the 2026 Fall/Winter Cable collection, with the space set to host future cultural programming.
The flagship was developed with DAIKEI MILLS, the Tokyo-based spatial design studio known for work with Issey Miyake, Auralee, and Lemaire. This project marks the studio’s first in Korea, guided by its philosophy of bringing out the inherent value of a space through minimal intervention. Furniture on the first floor was created by Tokyo-based SIIN SIIN, while the second floor features pieces by designer Seong-il Choi.
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