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Apgujeong Hanwha Galleria gets a Cartier makeover

Nov 03,2017
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The exterior of Hanwha Galleria’s Apgujeong branch is decorated with Christmas trees in collaboration with Cartier. [HANWHA GALLERIA]
Hanwha Galleria teamed up with high-end jewelry brand Cartier to ready its Apgujeong branch in southern Seoul for the upcoming holiday season.

The department store said Thursday that it has decorated the east building of its Apgujeong department store using elements of Cartier’s iconic design to charm visitors.

Under the theme “The Sound of Christmas,” the east building, which exclusively offers high-end brands, is wrapped with red ribbon - Cartier’s signature design accent - to make the building look like a gigantic gift box.

Three Christmas trees have been set up in the department store’s plaza. One is entirely made of white and red gift boxes while the other two are real trees decorated with flickering lights.

Every year around the holiday season, department stores in Korea look for innovative ideas to express their own version of Christmas trees and decorations.

Last year, Hanwha collaborated with Italian luxury brand Bulgari.

“We expect Hanwha Galleria to settle as a must-see landmark during the Christmas season with distinctive Christmas tree displays,” a spokesperson for the department store said.

As a side event, Hanwha Galleria’s east building will open a pop-up store themed as a “Christmas Gift Garden,” which will sell selected fashion and lifestyle items that are not normally available domestically.


BY JIN EUN-SOO [jin.eunsoo@joongang.co.kr]