Palace Skateboards' Third Seoul Store Lands at Lotte World Tower, Drawing Design Inspiration from Jongmyo Shrine

Opening a British street skate brand's store right next to the 555-meter-tall Lotte World Tower sounds like a clash of two languages — but this time, Palace Skateboards has chosen architecture to bridge that gap in scale. The new store's design inspiration isn't Seoul's skyline of high-rises, but Jongmyo Shrine, the site in the city center where the ancestral tablets of Joseon Dynasty kings are enshrined.

This marks Palace's third store in South Korea, located inside Lotte World Mall in Seoul's Songpa District, spanning 142.57 square meters. The brand's previous Seoul stores referenced the Korean royal palace and the moon jar respectively as design touchstones — this time, following the same approach, the horizontal expansiveness of Jongmyo's architecture has been translated into the store's spatial flow. The layout adopts a linear format, echoing the horizontal continuity of the Jongmyo shrine complex.

Inside, cylindrical concrete columns are finished with corduroy-like fluted textures, paired with stained oak paneling, mirrored walls, and camouflage-patterned marble. Installation details include faceted mirror-glass skateboard display racks, a 3D LED tri-ferg logo with an infinity mirror effect, and a standalone LED video wall, while the floor is covered in British Army DPM camo carpet. The brand's signature giant bulldog sculpture also makes an appearance in-store.

Launching alongside the opening is a store-exclusive collection featuring technical waterproof jackets, shorts, hoodies, and T-shirts, with graphics paying homage to the nearby Seoul Olympic Park and incorporating Lotte World's official raccoon mascots, Lotty and Lorry. These limited-edition pieces and accessories will be sold exclusively at this location.

Palace Skateboards' new store at Lotte World Mall and its exclusive collection will officially open on Saturday, August 22, 2026.