On the 17th, Musinsa unveiled two stylish additions to the Seoul Forest area: Musinsa Run Seoul Forest — a curated shop for runners — and Musinsa Bag & Cap Club Seoul Forest, a destination devoted to bags · hats. They’re the Seoul Forest project's first company-run brick-and-mortar locations and the first stores in their respective categories.
With these openings, the Seoul Forest project’s offline footprint grows to 12 hubs. Alongside the 10 brand-run storefronts already clustered near the park, Musinsa’s two directly operated concept shops deepen the project’s mix and overall appeal.
The timing is deliberate: Musinsa is building on the renewed buzz around the Seoul Forest campaign. A prior check-in event, run with 24 neighboring stores, logged about 15,000 check-ins — clear proof the campaign drives foot traffic.
Musinsa expects the new shops to offer a distinctive in-person experience and to naturally guide visitors toward fashion, beauty, and lifestyle retailers throughout the Seoul Forest area, helping to energize the broader retail scene.
Musinsa Run Seoul Forest follows the “Run in Style” concept and welcomes everyone from rookie joggers to elite athletes. To celebrate the opening, it’s hosting a recovery-themed pop-up in collaboration with global running brand Brooks through the 17th of next month.
The store also launched an outdoor trial service that lets customers try running shoes on a Seoul Forest route. Amenities include foot scanning, lockers, and sweat wipes to make testing comfortable and convenient.
Opening alongside it, Musinsa Bag & Cap Club Seoul Forest is a curated shop specializing in bags · hats, stocking everything from emerging labels to global names like New Era and JanSport.
Notably, it features a DIY HAT ZONE where shoppers can personalize hats using badges and patches for a hands-on customization experience.
