Celine has announced the up-and-coming K-pop group TWS as its latest brand ambassadors. This strategic move coincides with the opening of Celine’s impressive seven-story flagship store in Seoul’s trendy Cheongdam-dong district, further solidifying the brand’s commitment to the vibrant South Korean market.
TWS, a six-member boyband consisting of Shinyu, Dohoon, Youngjae, Hanjin, Jihoon and Kyungmin, have quickly gained attention since their debut earlier this year with their debut single “Plot Twist.”
The new seven-story flagship store, which just opened on November 29th, spans an impressive 9,500 square feet (883 m²) and showcases Celine’s architectural prowess through its striking two-tone glass facade. The transparent lower levels transition seamlessly into the smoked glass upper floors, while zinc pillars pay subtle homage to traditional Parisian architecture.
Inside, visitors discover a thoughtfully curated space where gray travertine meets carefully selected marbles, complemented by oak accents and brass details. Contemporary artwork and vintage furniture create an atmosphere of refined luxury throughout the boutique.
Among the store’s standout features is a grand suspended staircase that serves as a focal point, leading to dedicated spaces for the Celine Maison collection and the new Celine Beauté line. The boutique also features an expertly designed perfumer’s organ, showcasing the Haute Parfumerie collection, which launched in 2019.
Celine’s decision to appoint TWS as brand ambassadors and open a flagship store in Seoul underscores the importance of the South Korean market to the brand. The move follows Celine‘s recent appointment of South Korean celebrity Suzy Bae as global ambassador earlier this month.
In this new role, TWS joins a group of ambassadors including South Korean singer V, a member of BTS who is currently serving in the military, actor Park Bo Gum and singer Danielle from the group NewJeans.
