Walking near Dosan Park, you will notice a transparent window bulging prominently on the building's facade. It resembles a clear membrane filled with air. Opened on the 10th, this is Helinox Wear's Seoul flagship store under Kolon Industries' FnC division.
The building's exterior embodies Helinox's lightweight design philosophy. The front features transparent ETFE air cushions inspired by tents' plRaisi structure. Air is injected between transparent films to create a balloon-like convex shape. During the day, natural light illuminates it; at night, additional lighting changes the facade's atmosphere depending on the time of day.
Upon entering the store, Helinox Wear apparel is displayed on the first floor. Key products are arranged between large structures and media walls. The second floor adopts a tunnel-like structure to ensure seamless integration of products and space. Visitors can experience both the clothing and the architectural design while exploring the store.
The basement level serves as an exhibition area. Helinox gear and Helinox Wear apparel are displayed together, using lighting and structures to express the brand's core element, "Eclipse." Sales and exhibition spaces are separated by floor to highlight the brand's technology and worldview. The third floor features a café and terrace with a variable bench system allowing visitors to rest or linger. The fourth floor is a private lounge, and the fifth floor is a rooftop. The store spans six levels from the basement to the fifth floor, covering approximately 960㎡ (290 pyeong).
The flagship product, "Eclipse Pack Down Jacket," won the top prize "Best of the Best" at the 2026 Red Dot Design Award. This item sold out within one month of the brand's launch last year and will be showcased in all color lines at this flagship store.
Some products are exclusive to the flagship store. The "Spectra Eclipse Pack Down Jacket" features titanium-coated lining with water-repellent, windproof, and body-heat reflective functions. A single collection including Seoul-themed T-shirts, grocery bags, camp caps, bandanas, and keychains was also launched.
Helinox Wear chose Dosan Park's commercial district as its Seoul flagship location. This area hosts global sports and street brands alongside luxury and athleisure brands, attracting frequent visits from overseas tourists. The proportion of foreign visitors at Helinox Wear's Starfield COEX Mall store exceeds 25%.
The brand is also raising awareness in China. As of early September, Helinox's Xiaohongshu account had 60,000 followers on the Chinese lifestyle platform. With the flagship store opening, the company plans to increase offline visits from overseas customers.
Helinox Wear will open a pop-up store in Shanghai next month to assess the local market. A permanent store is scheduled for Shanghai in December. Following the acquisition of five domestic stores since the brand's launch last October, the strategy aims to expand its business scope through the Seoul flagship and entry into China.
A Helinox Wear representative stated, "The Seoul flagship store embodies Helinox Wear's pursuit of lightness and spatial directionality. We aim to utilize it as a venue where domestic customers and overseas visitors can experience the brand, while continuing pop-up operations in China and global business expansion."
in LIVING
