Palace Skateboards Expands Seoul Presence with Third Store in Lotte World Mall, Featuring Jongmyo Shrine-Inspired Design and Exclusive Capsule

Palace Skateboards, the influential London-based streetwear brand, has significantly expanded its retail presence in South Korea with the inauguration of its third Seoul store, strategically located within the bustling Lotte World Mall. This new flagship, named Palace Seoul Lotte World Mall, is situated in the Jamsil district, in close proximity to the iconic 555-meter Lotte World Tower, a prominent landmark in the city. The store itself occupies a substantial 142.57-square-meter space, meticulously designed to fuse the brand's distinctive global retail identity with profound elements of traditional Korean architectural heritage.

Continuing a design philosophy that has previously paid homage to Korean royal palaces, the elegant Moon Jars, and the raw, brutalist aesthetic of London's Southbank skate scene, this latest venture draws its primary architectural inspiration from the revered Jongmyo Shrine. Jongmyo Shrine, a UNESCO World Heritage site, is historically significant as the royal ancestral shrine of the Joseon Dynasty, celebrated for its solemn rituals and architectural harmony. The new Palace store’s interior layout deliberately echoes the shrine's characteristic linear and horizontal continuity. This is achieved through a sophisticated interplay of design elements, including round concrete columns adorned with distinctive corduroy-fluted finishes, warm stained teak paneling that adds a touch of natural elegance, strategically placed mirrored walls to enhance the sense of space, and custom UK DPM camouflage carpeting, a signature motif for Palace.

Beyond the structural and material choices, the store is further enhanced by a series of striking decorative installations. These include a unique display featuring skateboard decks encased in faceted mirror glass, an immersive infinity mirrored 3D LED tri-ferg – a nod to Palace's iconic logo – and a freestanding LED video wall that broadcasts brand content. The presence of Palace's signature oversized bulldog sculpture adds a familiar touchstone for brand enthusiasts.

To commemorate the grand opening of this significant new retail space, Palace Skateboards is releasing an exclusive, limited-edition apparel and accessories capsule collection. This special release is deeply rooted in local Seoul culture and landmarks. It features technical shell jackets, shorts, hoodies, and T-shirts adorned with graphics that directly reference Seoul Olympic Park, a major public park located in the Songpa District, which hosted numerous events during the 1988 Seoul Olympics. Additionally, the collection incorporates playful graphic details featuring Lotty and Lorry, the beloved official raccoon mascots of Lotte World Adventure, further embedding the collection within the immediate locale. The official opening of the Palace Skateboards Seoul Lotte World Mall store and its exclusive launch capsule on Saturday marks a pivotal moment in the brand's ongoing global expansion and its commitment to creating culturally resonant retail experiences.