San San Gear Store Hannam Seoul Just Opened

San San Gear opens its new flagship store in Hannam, Seoul. Second Flagship Following Hapjeong, Introducing SAN SAN GEAR’s Expanded Worldview and Aesthetic The First Korean Spatial Project by Tokyo-Based Design Studio DAIKEI MILLS

(20 August, 2026) Seoul-based fashion brand SAN SAN GEAR officially opens its second flagship store in Hannam-dong, Yongsan-gu, Seoul, following its first flagship in Hapjeong. Moving beyond the youthful energy of its Hapjeong location, the new Hannam flagship has been designed to offer an immersive experience of SAN SAN GEAR’s expanded worldview and aesthetic, reinterpreted through the calm and restrained atmosphere unique to Hannam-dong.

The central theme of the Hannam flagship is ‘Duality’, referring to the coexistence of two seemingly contrasting qualities. The concept reflects the brand’s philosophy of exploring the intersections between contrasting values—such as the coexistence of street style and utility, the balance between functionality and design, and variations in silhouette and texture. The entire space translates these ideas into an architectural and sensory experience. To create a space that reflects SAN SAN GEAR’s public-facing identity, elements of public spaces were layered onto what was once a private residence, creating an intriguing contrast between privacy and publicness and expressing a unique boundary where the everyday and the extraordinary coexist. Elements of the original residence have been partially preserved, while new scenes inspired by public spaces have been introduced to create transitions between different environments and engage visitors on both visual and sensory perception.

On the first floor, the boundary between the house and its courtyard is blurred, creating a space reminiscent of a stage set, centered around a large circular structure and circular patterns of varying sizes distributed across the floor. For the second floor, the space was designed with varying spatial scales, incorporating platforms, stages, and runway-like elements to create different levels of spatial density and offer a diverse range of brand experiences.

Located outside the main retail area on the basement level, the B1 space will screen ‘The Other Lights in the City’, a short film produced by director Park Se-young, featuring Kasamatsu Sho and others, in conjunction with the theme of the 2026 F/W ‘CABLE’ collection. Moving forward, the space will be utilized as a platform for showcasing the cultural context and evolving indentity of SAN SAN GEAR through timely and diverse programming.

The flagship was developed in collaboration with DAIKEI MILLS, a Tokyo based global spatial design studio. Known for its spatial design work with internationally renowned fashion brands including ISSEY MIYAKE, AURALEE, and LEMAIRE, as well as its adaptive reuse project SKWAT, DAIKEI MILLS’ collaboration with SAN SAN GEAR marking the studio’s first project in Korea. Guided by the philosophy of “bringing out the inherent value of a space through minimal intervention” DAIKEI MILLS preserved the unique textures and structural openness of the existing architecture while creating an experience that organically interacts with those who visit the space. The meeting of the studio’s refined design philosophy and SAN SAN GEAR’s distinctive aesthetic culminates in an original and immersive brand experience.

The furniture placed on the first floor was created by SIIN SIIN, a Tokyo based design studio. Serving as sculptural objects within the space, the pieces establish a flexible visual and tonal language that complements SAN SAN GEAR’s sensibility. On the second floor, furniture by designer Seong-il Choi, who has worked across London and Berlin before establishing his practice in Seoul, brings a refined and densely composed atmosphere to the space.

The SAN SAN GEAR Hannam Seoul Flagship officially opens on August 21, establishing a new destination where customers can engage more deeply with the brand and experience its expanded worldview from multiple perspectives.

SAN SAN GEAR founded in 2019, is a brand that sets a new standard for activewear by combining technical innovation with design inspired by subcultural movements. Designed for the modern adventurer, its jackets and pants offer performance-driven functionality—such as water repellency, waterproofing, and breathability—while also providing comfort and style suitable for everyday wear. These products are built to deliver practical wearability across a wide range of environments, from complex urban settings to various outdoor activities. SAN SAN GEAR is selectively distributed through 40 overseas and 13 domestic high-sensitivity retailers, including GR8 in Japan, IT in Hong Kong, GOODHOOD in the UK, and EXTRA BUTTER in the US, establishing itself as a global brand and through continuous innovation, continues to expand the adventurous values and experiences it represents to both the market and its customers.