Amomento, the popular K-fashion brand, has found a temporary retail home in Shanghai, located within a hidden garden in the heart of the city.
The pop-up, which opened Wednesday and will run until May 10, is hidden from street view and features a lush garden surrounded by three small buildings.
The location is home to a longtime retail partner of the brand, the local multibrand retailer Septieme.
“Over time, we have felt a strong alignment between their store and our brand’s aesthetic,” said Lee Myeongsoo, chief executive officer of the brand, who sees the 12-day Shanghai outing as a chance to engage customers with Amomento’s aesthetic “in a more intimate and memorable way,” said Lee.
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In addition to its spring 2026 collection, Amomento has designed an incense and incense holder to commemorate the pop-up.
Running in parallel with the pop-up is a serene reading room featuring 31 first-edition books previously presented at Amomento’s Seochon flagship in Seoul.
Conceived with Paris Image Unlimited, a Paris-based book collector and art-direction research duo, the curation, which spotlights the likes of Robert Longo, Tadao Ando, Yayoi Kusama, Ugo Mulas, and more, offers a glimpse into the contemplative yet restrained beauty that comes to define Amomento’s aesthetic world.
The pop-up is a follow-up to Amomento’s Shanghai runway debut during the latest edition of Shanghai Fashion Week.
In April, the brand staged its fall 2026 runway show around the quiet drama of tailoring and classic fabrics. A seasoned tailor and his workstation took center stage at the runway show set within a historic Shikumen building, as models played the role of customers — a tribute to one of Shanghai’s best-kept secrets, its tailor shop culture.
China has been a rapidly growing market for Amomento, accounting for around 34 percent of its wholesale business for the fall 2026 season. With around 25 doors, it is currently the brand’s second-largest market after Japan.
Amomento, led by creative director Lee Mikyung and her brother Lee Myeongsoo, was founded in 2016 and has reached 1.77 billion Korean won, or around $1.19 million, in wholesale as of fall 2026.
Its robust direct-to-consumer business, which grew 170 percent year-over-year in 2025 to 3.3 billion Korean won, or $2.2 million, was supported by channel expansion and the opening of an online Tmall store in China.
Although there are no concrete plans to find a permanent store in China, the brand is open to the idea.
“Among the potential locations, Shanghai is the most likely candidate. We have already conducted several branding activities in Shanghai, which have helped increase local awareness of our brand,” said Lee. “Additionally, Shanghai is a city that continues to attract strong attention not only from East Asia but also from other global cities, making it a suitable choice as another global hub for our brand.”