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FREITAG STORE SEOUL BY MMMG

Please mention the photo credit: Nils Clauss

100,000,000 SQUARE MILLIMETERS OF FREITAG

MMMG OPENS FREITAG STORE IN SEOUL

Millimeter Milligram, also known as MMMG, is famed for bringing timeless design to the Korean market. It was the first company to import FREITAG to the country in 2011 and is now opening Korea’s first FREITAG Store in the center of Seoul. Located at 240, Itaewon-ro in the rapidly expanding Hannam district, the 100-sq.m premises are at precisely the same spot where FREITAG fans have been able to pick up their favorite one-off bags at MMMG in the past. Following a total makeover, the store stocks a range of over 2000 individual recycled products.

It’s now 24 years since graphic designers Markus and Daniel Freitag were looking for a sturdy, functional, water-repellent bag to hold their creative work. Inspired by the multicolored tarpaulins on the trucks that rumbled past their apartment on Zurich’s main transit route, they developed a messenger bag made from used tarps, discarded bicycle inner tubes and car seat belts. And that’s how the first FREITAG bags took shape in the living room of their shared apartment – every one recycled and every one unique. With their innovation, the brothers inadvertently triggered a new wave in the world of bag making that has spread from Zurich throughout Europe to South Korea and made FREITAG the unofficial outfitter of all urban, bike-riding individualists.

As in all FREITAG outlets from Zurich to Tokyo, the products on sale at the completely refurbished store on 240, Itaewon-ro range from smartphone and laptop sleeves via shoppers and handbags to backpacks in various sizes. They are sold “out of the box” from the modular shelving system designed in-house by FREITAG. The space directly adjacent to the store will also function as a flexible pop-up location. The new F-Store by MMMG has plans to host local talent and activate a courtyard linking FREITAG with what is one of Seoul’s fastest-growing alleyways, where the old, formerly residential brick buildings are now bristling with young, independent creative businesses and projects.

The combination, with unique innovators like Post Poetics, D&D Department and Anthracite Coffee Roasters, has evolved the location into an underground powerhouse and attracts a fast-increasing flow of curious visitors to the ageing six-story building (1983 is historic in Seoul terms). 

FREITAG Store by MMMG
240, Itaewon-ro
04400 Seoul, Yongsan-gu

Opening hours:*
Monday – Sunday | 11.30 am – 08.00 pm
*closed every last Monday of the month

Storelocator

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