Apple’s newest retail location, Apple Myeongdong, opens on Saturday in South Korea’s capital, Seoul. Ahead of the opening of its biggest store in the country, Apple showed off a preview with photos and descriptions of the store’s Today at Apple programs celebrating Korean culture, including a new K-pop session.
Remarkably, the new, two-level Apple Store will employ a whopping 250 people who, collectively, speak 11 languages. So, wherever you’re coming from, you’re likely to be understood as you drop a bundle on new Apple gear!
Apple Myeongdong opens Saturday in Seoul, South Korea, with Today at Apple sessions and more
The new store, situated in the middle of Seoul’s bustling shopping district, will be Apple’s largest retail location in South Korea. In addition to selling Apple products and offering support to customers, the store will feature educational Today at Apple sessions in its Forum.
“We are thrilled to deepen our relationship with our Korean customers with the opening of this special store in Myeongdong,” said Deirdre O’Brien, Apple’s senior vice president of Retail + People. “Our incredible retail team is ready to welcome the local community, and we invite everyone to find endless inspiration as they explore Apple’s innovative products and services.”
Photo: Apple
Celebrating contemporary Korean culture
Apple Myeongdong will serve as a stage for established and new Korean artists, Apple said. They will lead Today at Apple sessions celebrating contemporary Korean culture.
The store will debut Apple’s first-ever K-pop Today at Apple Remix session featuring K-pop supergroup Seventeen. The new session, set to launch in other Apple stores across Asia, will spotlight the band’s upcoming single, “Darl+ing.” It comes out ahead of a full-length album debuting in May. Attendees will discover more about the group’s creative process and deconstruct the new track using iPad and GarageBand.
Apple also collaborates with other artists for Today at Apple sessions celebrating Korean creativity:
- Art Lab: “Draw Springtime Floral Greetings” with artist Nanan Kang
- Photo Lab: “Capture the Colors of Seoul” with travel photographer Lee Jongbeom
- Exclusive: In Conversation with Minha Kim, star of the new Apple Original drama Pachinko
- Art Lab: “Create Your Own Abstract World in AR” with artist Vakki
Participants can register at apple.com/kr/today/myeongdong.
Photo: Apple
The expansive two-level store is positioned at the base of an all-new tower in the center of the city, occupying the full width of the block. Offering visitors a small haven from the hustle outside, landscaped pocket gardens flank both corners of the store. They include commissioned sculptures created by Korean artists Jaehyo Lee and Vakki.
The greenery flows into the space, with a shaded grove of trees lining the storefront. Apple Myeongdong also features the first installation of a horizontally supported double-height glass façade.
Photo: Apple
Once inside, customers can browse Apple’s latest products and services on the tables and avenues — including Apple TV+, following its recent launch in Korea. A newly dedicated Apple Pickup area, the first of its kind in Asia, makes it easy to get products ordered online. Visitors can travel between floors using a transparent staircase or using an elevator.
The second floor provides ample space to explore and receive support from the 220-person store team, which collectively speaks 11 languages and represents numerous nationalities.
Photo: Apple
Integrating locally sourced hanji paper shades, the Boardroom offers an intimate setting where the store’s Business Team can offer advice and training to entrepreneurs, developers and other business customers.
The Forum, featuring a large video wall in the center, creates an elevated gallery with city views. It serves as the home to Today at Apple sessions.
Photo: Apple
Apple has been operating in South Korea for more than 20 years. Cupertino opened its Apple Developer Academy with POSTECH in March of this year, and applications opened earlier this week for the first-ever Apple Manufacturing R&D Accelerator.
With the launch of Apple TV+, Apple unveiled its first Korean-language Apple Original series, Dr. Brain, along with its new original series, Pachinko. And earlier this year, Apple worked with world-renowned director Park Chan-wook on the Shot on iPhone feature Life Is But a Dream.
Apple Myeongdong opens to customers on Saturday, April 9, at 10 a.m. local time. Visits on opening day are by appointment only. Go to apple.com/kr/myeongdong to choose from available times. Each non-transferable reservation admits one person.
