Nihilistic Fashion Finds Its Temple in Seoul
Seoel, vrijdag, 6 juni 2025.
The luxury fashion brand Enfants Riches Déprimés opens its first Asian store in the Dosan district of Seoul, a strategic step that goes beyond traditional retail expansion. Designed by founder Henri Alexander Levy in collaboration with architecture firm Fearon Hay, the two-storey store transforms the retail experience into a spiritual and provocative art project. With architectural elements like concrete surfaces, old wooden structures, and an iconic chain curtain fitting room, the space embodies the philosophy of emotional design, far removed from the standard luxury retail concept. The store marks not only the geographical expansion of the brand but also a statement against the homogenisation of the luxury fashion industry.
Architectural Philosophy of a Fashion Store
The new Enfants Riches Déprimés store in Seoul is more than a retail space - it is an architectural artwork designed by founder Henri Alexander Levy in collaboration with the architecture firm Fearon Hay [1]. The two-storey location in the Dosan district transforms the traditional shopping experience by using concrete surfaces and recycled wooden structures from deconstructed Korean buildings [1].
Artistic Interior Elements
Inside the store are two ‘Verifax’ collages by Wallace Berman, placed on a monumental concrete church-like staircase 7.6 metres high [1]. The space is further furnished with exclusive pieces, including a set of mahogany and brass club chairs by Gustave Serrurier-Bovy and a daybed designed by Jean Prouvé [1].
Design Philosophy
Levy describes his approach as ‘emotional design’, explicitly stating that he was never interested in simply building a store or selling products. Every design choice is carefully considered to create something spiritual, personal, and provocative [1].
Brand Expansion
The opening marks Enfants Riches Déprimés’ expansion in Asia, with the brand currently distributed through a network of over 80 luxury retail partners worldwide [1][2].