H&M Seongsu was transformed into an immersive creative world by multidisciplinary artist MLMA, reimagining the flagship store in Seoul, Korea as a destination where fashion, art and pop culture converge. The full-store takeover featured monumental installations, oversized sculptures and bespoke visual interventions, inviting visitors into the playful universes of AYE and Kuroo. Blurring the boundaries between retail and cultural experience, the project brought MLMA’s distinctive visual language to life within one of Korea’s most influential creative neighbourhoods.