Seoul, South Korea – Contemporary fashion brand NOICE celebrated the opening of its new store at The Hyundai Seoul with a visit from its brand ambassador, actor Park Seo-joon, on April 1st, 2026. The event drew significant attention, highlighting the growing popularity of the brand and its strategic expansion into key retail locations.
The opening of the NOICE store at The Hyundai Seoul marks a significant step for the brand, known for its genderless aesthetic and modern designs. Park Seo-joon’s presence further amplified the event, attracting fans and fashion enthusiasts alike. The actor, a prominent figure in South Korean entertainment, showcased the brand’s 26SS collection, demonstrating its versatility and style. The Hyundai Seoul, a landmark shopping destination in Seoul, provides a prime location for NOICE to connect with a wider customer base and solidify its position in the competitive contemporary fashion market.
NOICE Expands Offline Presence with The Hyundai Seoul Store
NOICE officially opened its doors at The Hyundai Seoul on March 27th, 2026, establishing a physical presence on the 3rd floor of the department store. According to reports from the Chosun Biz, the new store is designed to offer customers a direct experience of the brand’s ethos – a blend of genderless fashion and innovative design. The company aims to create an immersive environment where shoppers can fully appreciate the quality and aesthetic of NOICE’s collections. The store’s opening has already generated considerable foot traffic, indicating a strong consumer interest in the brand’s offerings.
The opening promotion, running from March 27th to April 5th, 2026, offered a 10% discount on all collections and a gift for all customers, further incentivizing visits and purchases. This promotional strategy demonstrates NOICE’s commitment to attracting new customers and rewarding existing ones.
Park Seo-joon’s Role as Brand Ambassador
Park Seo-joon’s appointment as NOICE’s brand ambassador has been instrumental in raising the brand’s profile. Baccro.com reports that the actor’s visit to the new store, showcasing the 26SS collection, captivated attendees and underscored his influence as a fashion icon. His association with NOICE aligns with his own image of modern sophistication and effortless style. The 26SS campaign, featuring Park Seo-joon, has already garnered significant attention, highlighting the brand’s focus on a free-spirited and stylish aesthetic.
The 26SS ‘Wave Riders CLUB’ campaign draws inspiration from the 1970s California youth culture, embracing themes of freedom, rebellion, and individuality. The collection features designs that reflect this era’s relaxed and unconventional spirit, appealing to a demographic that values self-expression and authenticity. Park Seo-joon’s styling choices during the store visit perfectly embodied this campaign’s vibe, further solidifying the connection between the actor and the brand’s identity.
The ‘Wave Riders CLUB’ Collection
The ‘Wave Riders CLUB’ collection is characterized by its embodiment of 1970s Californian youth culture, specifically the elements of freedom, rebellion, and a rejection of conventional norms. The designs incorporate elements that evoke a sense of carefree living and individual expression. The collection includes a range of apparel and accessories designed to appeal to a diverse customer base seeking both style and comfort. NOICE aims to provide customers with pieces that can be easily integrated into their everyday wardrobes, allowing them to express their personal style with confidence.
NOICE representatives have expressed their optimism regarding the new store and Park Seo-joon’s involvement. They believe that the store will provide a valuable platform for customers to experience the brand’s aesthetic firsthand, while Park Seo-joon’s presence will foster a stronger connection with their audience. The company is committed to continuing its expansion and innovation, offering customers a unique and compelling fashion experience.
“The Hyundai Seoul store allows customers to experience the brand’s sensibility more intuitively offline,” a NOICE representative stated, as reported by Baccro.com. “We expect the visit by ambassador Park Seo-joon to be an opportunity to communicate more closely with customers.”
Customers can find more information about NOICE and its collections on the brand’s official website and social media channels. The company regularly updates its online platforms with new product releases, campaign details, and brand news, keeping customers informed and engaged.
The opening of the NOICE store at The Hyundai Seoul represents a strategic move for the brand, positioning it for continued growth and success in the dynamic South Korean fashion market. With Park Seo-joon as its ambassador and a commitment to innovative design, NOICE is poised to become a leading name in contemporary fashion.
Looking ahead, NOICE will likely continue to leverage its partnership with Park Seo-joon and expand its online and offline presence. The brand’s focus on genderless fashion and its commitment to quality and style are expected to resonate with a growing audience of consumers seeking unique and expressive clothing options. Further details regarding future campaigns and store openings will be announced on the brand’s official channels.
What are your thoughts on NOICE’s new store and Park Seo-joon’s involvement? Share your comments below and let us know what you suppose of the ‘Wave Riders CLUB’ collection!