The new universe reflects the industrial look of the brand punctuated by shades of vibrant yellow
February 4, 2022: Moving with the trends of our age (and our unique pandemic predicaments) Swiss watchmaker Breitling has opened its newest boutique, which is also its biggest globally, in Seoul, South Korea. Set in the fashionable Hannam district, the brand has created an entire universe which features a street-level Breitling Café and its first-ever restaurant, Breitling Kitchen. Really, who would want to move out from the store now?
At 8,000-square-foot, Breitling Townhouse Hannam has two floors that combine retail with a Breitling Café, terrace, and the Breitling Kitchen. Breitling CEO Georges Kern said. “From the moment you step in, you’ll recognize the relaxed, industrial-loft-inspired atmosphere that says everything about our casual, inclusive, and sustainable approach to luxury.”
The Breitling store has chic industrial lofts that pair vintage decor with streamlined contemporary design for a modern-retro feel. There is a recurring motif of “air, sea, and land” – the three universes that the Breitling watch families were developed for.
The 2,000-square-foot retail space showcases Breitling’s latest watch collections in an aviation-lounge-inspired atmosphere. There is also ‘Breitling Equipment’ - a shop-in-shop carrying tools and accessories inspired by the brand’s universes.
Breitling Kitchen is managed in cooperation with chef Kim Hyeong-Kyu. Visitors can choose from seating zones themed by air, sea, and land or reserve a private dining room in the Breitling universe of their choice. Breitling Café is an inviting street-level coffee shop serving a selection of specialty coffees, freshly baked goods, and fine patisseries.
The Terrace serves as an outdoor seating area for the café and as a private event space as well. The Vintage Corridor offers a walk-through heritage experience that tells the Breitling story with interactive displays.
The Hannam district, known for its international embassies and luxury fashion flagships, is in growth mode, with the upcoming opening of a luxury apartment complex and the redevelopment of neighboring Yongsan Park.
Through this opening, Breitling is offering a hint at the new direction the brand is taking via hospitality.