PALACE JAMSIL TAKES A FLOOR INSIDE LOTTE WORLD MALL

Palace Skateboards opens its newest Seoul store on August 22, 2026, not on a street corner but inside Lotte World Mall, on the mall's first floor at 300 Olympic ro, Songpa gu. The building next door is the tallest in South Korea, and the stadium built for the 1988 Summer Olympics sits a short walk away.

It is Palace's third Seoul store since Apgujeong opened in February 2024, and the first one that does not stand alone in its own building. Every previous Palace shop in the city occupied its own address. This one shares a floor plan with luxury flagships that never had to think about a half pipe.

22 August. Ground Floor. One of Asia's Biggest Malls.

Palace Jamsil opens August 22, 2026, on the first floor of Lotte World Mall at 300 Olympic ro, Songpa gu, Seoul. The mall opened in 2014, holds more than 900 stores across roughly 244,000 square meters of floor space, and anchors the base of Lotte World Tower, the 555 meter building next door.

That scale is the point. Lotte World Mall's Avenuel wing carries Louis Vuitton, Gucci and Chanel; its lower floors mix Lotte Hi Mart electronics with a 28 screen cinema and an aquarium holding more than 55,000 marine animals. Palace has never opened inside a building it does not fully control, and here it takes a single storefront in a complex built to hold nearly a thousand of them.

Levent Tanju's Palace Has Never Done a Mall Before

Palace's founder, Levent Tanju, built the brand's retail identity on standalone buildings, not leased square footage. The Apgujeong store that opened February 3, 2024 occupied a freestanding two floor building on Apgujeong Rodeo Street and reportedly recreated the brutalist geometry of London's Southbank skatepark inside its 486 square meter interior.

Hongdae followed in February 2025 on its own street address in Mapo gu, keeping the same pattern: a Palace shop as its own architectural statement, not a tenant among tenants. Finally Offline flagged the pace when Palace's third Seoul date first surfaced in July, noting Apgujeong, Hongdae and now Jamsil as three separate Seoul announcements in under three years. Jamsil breaks the pattern those two shared. It is Palace's first Seoul location that opens inside someone else's building, on someone else's floor plan, sharing foot traffic with a shopping center rather than commanding a street corner.

Songpa Gu Was Built for the 1988 Olympics, Not Skateboarding

Olympic ro takes its name from the 1988 Summer Olympics, whose main stadium sits inside the Seoul Sports Complex a short walk from Lotte World Mall. That complex, built between 1976 and 1984 for the Games and the 1986 Asian Games before them, gave Songpa gu its identity as a district built for spectacle on an international scale.

The same sports complex is now known for a different kind of crowd. Its arena regularly hosts some of Seoul's largest concerts, so Palace's newest storefront lands in a neighborhood whose defining venue already made the jump from stadium sport to stadium sized music, the exact cross vertical leap a skate brand chasing scale is betting on too.

Shanghai Got a Historic Garden. Jamsil Gets Nine Hundred Neighbors.

Palace's most recent Asia flagship took the opposite approach. Palace's Shanghai store opened May 23, 2026 inside the historic Zhangyuan complex, a low rise heritage garden the brand restored rather than a modern retail tower, following flagships in London, New York, Los Angeles, Tokyo, Osaka, Fukuoka and Paris.

Jamsil is the inverse instinct from the same brand in the same six months. The address is the new information: earlier reporting on the pace, Apgujeong in February 2024 and Hongdae in February 2025, could not yet confirm where the third store would sit. Lotte World Mall puts Palace inside the exact kind of dense, multi brand retail environment its Apgujeong and Hongdae shops were built to avoid.

A Recycling Symbol Is Still the Only Warning Seoul Gets

Palace announced Jamsil the way it announces almost everything: a recycling emoji, four address lines, and a caption signing off with in Seoul now innit. No press release, no render, no confirmed opening day product. The brand used the same stripped down format for its Shanghai date in April and its South2 West8 collaboration rollout earlier this month, where Korea and Hong Kong got in store only access while other regions got online checkout too.

That pattern suggests Jamsil will follow the same Korea specific playbook: physical only, no online release tied to the opening, at least at first.

"In Seoul Now Innit" Undersells 300 Olympic Ro

Palace Jamsil is worth the trip on August 22 for what the caption's four address lines actually mean: a UK skate brand with a self built reputation for architectural flagships is taking a ground floor unit inside a mall that also houses Louis Vuitton, a short walk from a stadium built for 1988. Three Seoul stores in under three years is a real number. A skate shop on the same floor plan as Avenuel is the story Apgujeong and Hongdae never told.