[Edaily Reporter KYUNG GYEYOUNG ] “It was so vibrant that it made me want to book a flight and leave right away.” “It’s the kind of place that makes you want to take photos from the moment you see the exterior.”

Reactions from buyers and influencers who visited HAZZYS’ flagship store, “Space H,” were mixed. Although both are flagship stores for the same brand, the Seoul Myeongdong location and the Shanghai, China, location adopted different store concepts.

According to LF on the 16th, LF(093050)has moved away from the traditional approach of consistently conveying brand identity through a unified concept across all locations of the same brand, and has instead begun experimenting with tailoring spaces to the characteristics of specific commercial districts, regions, and key customer demographics. This shift comes as experiences unique to offline retail—distinct from those offered online—have become increasingly important. HAZZYS’ “Space H,” a fashion brand operated by LF, is part of this trend.

Located in Myeongdong, Space H Seoul leverages the area’s status as a global tourist hub to serve as a space for introducing the brand to international customers and overseas industry professionals. Going beyond simply displaying collections, the store is designed to allow overseas buyers to explore the brand’s philosophy and mid- to long-term direction through a combination of AI content and K-Heritage projects.

Hazzys reimagines its spaces to align with global sporting events, seasons, and color themes. At the recent 2027 Spring/Summer (SS) global order fair, the store was transformed into “Hazzys World,” evoking the atmosphere of London’s Notting Hill, and conveyed the brand’s products and story through AI runway videos, K-Heritage content, and art exhibitions. Space H Seoul also serves as the main stage for Hazzys’ participatory marketing initiatives.

“Space H Shanghai,” located in Shanghai’s Xintiandi, is situated in a luxury shopping district and therefore focuses on allowing young customers to linger in the space and experience the brand. It interprets Hazzys’ British sports heritage through architecture and spatial experiences.

At Space H Shanghai, sales are not the only priority. When analyzing customer flow, dwell time, and reactions to specific areas, the key metric is “how long they stay.” This approach is based on the belief that combining architecture, exhibitions, music, community, and digital content will increase customer dwell time, and that these experiences will naturally spread through social media, ultimately building brand equity.

In fact, since Space H Shanghai opened, 85% of visitors have been aged 19 to 35. The spatial experience is translating into content about Space H Shanghai on Chinese social media. Thanks to the effectiveness of local marketing efforts, Hazzys’ sales in China during the first half of this year increased by 20% compared to the same period last year.

LF subsidiary City Dots operates Dunst, which has differentiated its stores by region. The Dunst store at Shinsegae Co.,Ltd.’s Gangnam branch is a showcase-style store that presents the latest collections and seasonal products most quickly and comprehensively. It serves as a key business hub for overseas buyers and partners to review the current collection and the brand’s direction.

In contrast, the Dunst flagship store “THE OCEAN,” which opened for the first time in Jeju last month, was designed as a lifestyle-oriented store focused on space and experience. At the flagship store, which overlooks the sea in Aewol, the Dunst team conveys the brand’s unique sensibility through a Jeju taste map and playlists curated by the team.

An LF official stated, “While we previously focused on consistently applying the same brand experience across multiple stores, it has recently become increasingly important to tailor operations to the specific characteristics and roles of each location,” adding, “We plan to continue exploring various approaches to provide differentiated experiences at each location while maintaining our brand identity.”