Most brand flagships in Seoul sell clothes and stop there. Mardi Mercredi's new Seongsu store puts a vinyl record label in the basement.
What's Actually Inside Mardi Mercredi's New Seongsu Store?
Mardi Mercredi Seongsu is the Korean fashion label's third domestic flagship, opened on September 18, 2026, one day after the brand publicly announced it . The building runs four levels — basement 1 through the third floor — for roughly 300 pyeong, about 990㎡ . What separates it from a standard apparel flagship sits underground: basement 1 holds an LP store operated by TW Records, the record label parent company Piece Piece Studio has run since 2024 out of its Hannam-dong "Noir" store , with listening sessions planned on site at Seongsu too .
Quick Answer: Mardi Mercredi Seongsu opened September 18, 2026 as the brand's third Korean flagship — four floors, roughly 300 pyeong (990㎡), with fashion lines upstairs and a TW Records LP store in basement 1. It is Piece Piece Studio's first large offline flagship since its June 2026 KOSDAQ listing.
The timing matters as much as the floor plan. This is the first major offline site Piece Piece Studio — led by co-CEOs Park Hwa-mok and Seo Seung-wan — has opened since listing on KOSDAQ in June 2026 . The sales floors carry the full lineup: Woman, Actif (sports), Les Petits (kids), and pet, plus collaboration pieces and items sold only at the Seongsu store . The third floor is built to rotate, hosting collaboration projects with domestic and international brands and artists alongside pop-up events rather than holding a fixed layout .
Note before you plan a trip: as of writing, the brand's official site and global stockist page had not posted a street address or opening hours for the Seongsu location . Check official channels before going.
Floor by Floor: Fashion Upstairs, a Record Label Underground
The Seongsu store splits its roughly 300 pyeong (about 990㎡) across four levels, from basement one to the third floor , and each level carries a different function: retail on the ground and second floors, a rotating collaboration space on the third, and a record store underground. The sales floors hold the full brand lineup — Women's, Actif (sports), Les Petits (kids) and the pet line — alongside collaboration pieces and items sold only at the Seongsu store .
The clearest departure from a standard fashion flagship sits one level down. Basement one houses an LP store run by TW Records, the record label Piece Piece Studio operates directly, and the company has said listening sessions — eumgamhoe — will be held there . TW Records is not a new venture built for this opening. The label has run out of the brand's Hannam-dong "Noir" store since 2024, backing album production for indie bands and hosting listening events, and it held more than 50 listening sessions in 2026 alone . For a fan planning a Seoul itinerary, that track record matters more than the shelf count: it is the reason the basement is likely to have a schedule rather than sit as décor.
The music theme carries upward rather than staying contained. On the third floor, product displays are built as oversized speaker forms, with band music playing quietly through the space . That floor is designed to turn over — collaboration projects with domestic and overseas brands and artists, plus pop-up events, run on rotation instead of a fixed installation . Practically, it means two visits months apart will not show the same third floor.
- B1 — TW Records LP store: vinyl retail plus planned listening sessions, run by the brand's in-house label .
- 1F–2F — Retail: Women's, Actif, Les Petits and pet lines, collaboration pieces, Seongsu-exclusive items .
- 3F — Rotating collaborations: brand and artist projects, pop-ups, speaker-shaped displays, band music throughout .
One caveat worth carrying into a visit: separate operating hours for the basement LP store, the schedule for listening sessions, and the specific Seongsu-exclusive products and their prices have not been published by the brand or in reporting to date . Treat the floor plan as confirmed and the programming calendar as still open.
The Art Layer: Kwon Chulhwa's Stained Glass and the Flower Motif
The art programming at Mardi Mercredi Seongsu is anchored by artist Kwon Chulhwa, whose stained-glass work is installed on the first floor . Rather than hanging art on the walls of a clothing store, the brand built the interior around its own core IP — the "Flower" mark — reinterpreted as logos, graphics and character drawings that sit on wall tiles directly alongside the product displays . That is the practical difference between this store and a standard flagship: the merchandising fixtures and the artwork are the same surface.
Kwon's stained-glass piece is the anchor commission, and the flower-derived drawings and characters extend out from it across the selling floor . Live painting performances were also staged inside the space around the opening, which means the visual layer was not fixed at handover — part of it was produced in front of shoppers . Whether those performances recur on a schedule has not been announced.
Opening-period extras were reported by Korean outlets and are worth knowing about if the visit lands early in the store's run:
- All shoppers: snacks and stickers on purchase .
- Tiered by spend: a magazine, diary or brooch at set purchase thresholds .
- Not published: the exact won thresholds for each gift tier, and the end date of the promotion.
The commercial logic behind the art layer is legible in the company's numbers. Piece Piece Studio's women's line accounted for 95.9 billion won, or 81% of 2025 revenue, and 18.3 billion won — 78% — in the first quarter of 2026 . A store that reads as a gallery and record shop, rather than a womenswear boutique, gives the brand a reason to bring in visitors who would not otherwise walk into the fashion floors — including ahead of the unisex line the company has flagged for October 2026 . Whether that translates into cross-line purchasing is untested.
Where It Is, What to Expect to Pay, and How It Compares to the Hannam Flagship
Mardi Mercredi Seongsu does not yet have a published street address or set of operating hours. As of this article's publication, neither the brand's Korean site nor its global stockist page lists a road-name address, opening time or closing time for the store that opened on 18 September 2026 — the stockist page still indexes the brand's earlier locations only . Anyone planning a trip should check the brand's official channels on the day rather than rely on aggregator listings.
📋 주소 · 영업시간: not published at time of writing · 대표 특징: four floors, roughly 300 pyeong (about 990㎡), with the TW Records LP store on B1
💡 Pair it with the Hannam-dong flagship in one day — the two are on opposite sides of the river but sit on the same visitor circuit, and Hannam is where TW Records has been running listening sessions since 2024.
The Hannam-dong flagship, by contrast, is documented. The brand's own company page lists it at 58 Itaewon-ro 54-gil, Yongsan-gu, Seoul . That store — trading as Noir Mardi Mercredi — is where the label held more than 50 listening sessions in 2026 alone, so the Seongsu basement is an expansion of a format that already has a track record rather than a new experiment.
On price: no Seongsu-specific price list has been published. The floors carry the standard retail lineup — Women's, Actif (sports), Les Petits (kids) and pet — alongside collaboration pieces and Seongsu-only limited items, but specific SKUs and prices for those exclusives have not been disclosed . Expect the same bands you would pay at any other Mardi Mercredi door, with the exclusives as the unknown.
| Item | Seongsu (opened 2026-09-18) | Hannam-dong (Noir) |
|---|---|---|
| Address published? | No, as of publication | 58 Itaewon-ro 54-gil, Yongsan-gu |
| Scale | B1–3F, ~300 pyeong (~990㎡) | Single-concept store, scale not disclosed |
| Music programming | TW Records LP store, B1 | TW Records base since 2024; 50+ sessions in 2026 |
| Lines stocked | Women's, Actif, Les Petits, pet, collabs, Seongsu exclusives | Concept-led selection |
Location logic aside, the district itself is the argument. Cushman & Wakefield Korea's July 2026 report describes Seongsu moving from pop-up testbed to flagship expansion hub, with foreign visitor numbers projected up 82% year on year for 2025. In practice that means the store sits within walking distance of the city's densest cluster of brand flagships and concept spaces — so a wasted trip is unlikely even if the doors happen to be shut.
Visiting Tips: What to Buy and What's Still Unconfirmed
The one thing this store has that no other Mardi Mercredi location does is the basement: an LP store run by TW Records, the label Piece Piece Studio operates itself . Start there rather than on the sales floors. TW Records has been running out of the Hannam "Noir" store since 2024, backing indie band releases and hosting listening sessions — more than 50 of them in 2026 alone . The Seongsu basement is the label's first purpose-built retail space, and the company has said music programming, listening sessions included, will run from it .
For merchandise, the third floor is the floor that changes. It is run as a rotating space for domestic and international brand and artist collaboration projects and pop-up events , which means timing a trip around an announced pop-up matters more than memorising a fixed layout. Seongsu-exclusive limited items sit alongside the full line-up — Woman, Actif (sports), Les Petits (kids) and pet . Opening-period promotions reported by Korean outlets included snacks and stickers for buyers, plus magazines, diaries and brooches at spend tiers ; treat those as launch-window offers, not standing policy.
Be clear about what is not published anywhere. As of research, neither the brand's Korean site nor its global stockist page listed the Seongsu store's street address or opening hours . Separate basement operating hours, the TW Records listening-session calendar, and the SKU list and prices for Seongsu-exclusive pieces are equally unconfirmed — any third-party figure on those should be read as unverified until the brand posts it.
- Confirmed: four floors, roughly 300 pyeong (about 990㎡), B1 LP store, rotating 3F
- Unconfirmed: address, hours, B1 hours, session schedule, exclusive-item pricing
- Worth watching: a unisex line the brand has flagged for October 2026 , plausibly surfacing first on a rotating floor like this one
📋 주소 · 영업시간 미공개 (브랜드 공식 채널 기준) · 대표 특징: B1 TW Records LP 스토어, 3층 협업·팝업 로테이션
💡 Check the brand's official channels the morning of your visit for hours and any pop-up on the third floor, and go early if a listening session is announced — capacity in a basement record space is limited by definition.
Why Seongsu, Why Now: Piece Piece Studio's Post-IPO Bet
Seongsu is where Piece Piece Studio spends its IPO money in public. The operator behind Mardi Mercredi priced its June 2026 KOSDAQ listing at 21,500 won , the top of its 19,000–21,500 won indicative range, after 2,329 institutions bid into the book at a 847.76-to-1 ratio . The Seongsu store is the first large offline base the company has opened since that listing, and the proceeds were earmarked for exactly this: offline footholds, direct-to-consumer e-commerce in China, and a wider multi-brand portfolio .
The numbers behind the bet are not comfortable. First-half 2026 revenue came in at 42.5 billion won, down 33.5% year-on-year, with operating profit of 2.2 billion won (−83.4%) and net profit of 2.1 billion won (−76.7%) . The company points to heavier D2C marketing spend, overseas expansion investment, and depreciation from store buildouts — Seongsu included — as the drivers . Cash and equivalents rose to 101 billion won at the end of H1 2026 from 50.8 billion won at the close of 2025 on the IPO inflow , so the spending capacity is real; the question is what it buys.
Concentration is the other pressure. The women's line accounted for 95.9 billion won in 2025, or 81% of revenue, and 18.3 billion won in Q1 2026, or 78% . Read against that, Seongsu's sports (Actif), kids (Les Petits) and pet floors, the planned unisex line for October 2026, and the TW Records basement are less a lifestyle flourish than an early test of whether shoppers will cross lines inside one building.
The next marker is Shanghai. A roughly 225-pyeong (743㎡) flagship on Anfu Road is targeted for January 2027 under a "house of Mardi Mercredi" concept , following the June 2026 shift from licensing to direct entry and simultaneous channel launches on Tmall, Douyin and Xiaohongshu .
Concrete takeaway for a visit: treat Seongsu as the prototype for the Shanghai store. What sells on the third floor, and whether the basement listening sessions pull people back, is the evidence the company will be reading between now and January 2027 — and the reason it is worth seeing before the format hardens.
Frequently asked questions
What is TW Records inside Mardi Mercredi Seongsu?
TW Records is a record label operated directly by Piece Piece Studio, the company behind Mardi Mercredi, and it occupies the Seongsu store's basement level (B1) as an LP shop with listening sessions planned on site . It did not start in Seongsu: the label has run out of the Hannam-dong "Noir" store since 2024, backing indie band releases and hosting listening sessions, and held more than 50 sessions in 2026 alone . No fixed session calendar for the Seongsu basement had been published at the time of this report.
Where is Mardi Mercredi Seongsu located and when is it open?
The store is in Seongsu-dong, Seoul, and opened on 18 September 2026, one day after the brand's announcement . The exact road-name address and opening hours were not posted on the brand's official site or its global stockist page as of this report . Check the brand's official channels before travelling rather than relying on third-party listings, and note that the basement LP store may keep hours of its own that have not been disclosed.
📍 58 Itaewon-ro 54-gil, Yongsan District, Seoul
🕒 Daily 11:00 AM – 7:00 PM
⭐ 3.5 (144 reviews)
📞 070-7773-9993
🔗 View on Google Maps
How big is the Seongsu flagship and what's on each floor?
The building runs four levels, from B1 to the third floor, at roughly 300 pyeong — about 990㎡ . The retail floors carry the full line-up — Women's, the Actif sports line, Les Petits kids and the pet range — together with collaboration collections and items sold only at this store . The third floor is a rotating space for brand and artist collaborations and pop-ups, and B1 holds the TW Records LP store .
Is this Mardi Mercredi's only Seoul flagship?
No. Seongsu is the brand's third flagship in Korea, and the existing Hannam-dong "Noir" store remains open in Yongsan-gu, listed on the brand's own site at 58 Itaewon-ro 54-gil . The two are close enough to pair in one day, and the Hannam store is where TW Records has run its listening sessions since 2024 , so the music side of the brand is visible at both addresses.
📍 58 Itaewon-ro 54-gil, Yongsan District, Seoul
🕒 Daily 11:00 AM – 7:00 PM
⭐ 3.5 (144 reviews)
📞 070-7773-9993
🔗 View on Google Maps
Is Mardi Mercredi opening stores outside Korea?
Yes. Piece Piece Studio is preparing a flagship of about 225 pyeong (743㎡) on Anfu Road in Shanghai, targeted to open in January 2027 under a "house of Mardi Mercredi" concept . It follows a shift from a licensing model to direct entry in China, with a local subsidiary set up in April 2026 and official channels launched simultaneously on Tmall, Douyin and Xiaohongshu on 5 June 2026 . Japan and Southeast Asia/China already account for a meaningful share of overseas sales — 11.7% and 11.4% respectively — as the company builds out distribution across multiple Asian markets .
Sources
- Korea Textile News — Mardi Mercredi Seongsu flagship opening
- Apparel News — store scale and floor composition
- News1 — TW Records, listening sessions and in-store art
- Newspim — Shanghai flagship plan, floor layout and Seongsu-exclusive items
- Newspim — Piece Piece Studio's June 2026 KOSDAQ listing details
- Newspim — Piece Piece Studio H1 2026 revenue announcement
- Viva100 (Bridge Economy) — IPO institutional book-building results
- Bloter — Piece Piece Studio H1 2026 earnings and cash-position review
- Biz Hankook — revenue concentration and post-IPO strategy
- Sportal Korea — October 2026 unisex line launch and TW Records' 2024 Hannam-dong origin
- Asia Economy — overseas sales breakdown by market
- Mardi Mercredi official site — store information
- Mardi Mercredi global stockist page
- S-list — China direct-entry channel launch
Last updated: 2026-09-19. Address, hours and floor schedules were unconfirmed on official channels at the time of writing; verify with the brand before visiting.
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This article was written using information collected and analyzed by NAMANE's in-house K-pop research AI engine. We use AI technology to bring you faster, broader coverage, and in the process some details may occasionally differ from the latest facts. For important information such as dates, venues, and prices, please double-check with official sources.
