Dr. Martens Brings Its Craft Zone to Seoul's Gangnam District With a New Dosan Park Flagship

Dr. Martens has opened its Dosan Park store in Seoul’s Gangnam district. The store is a two floor flagship at 842 Eonju-ro. It brings the brand’s Made in England icons, exclusive products, and a dedicated Craft Zone to one of the city’s most design forward neighborhoods. This store, which opened on March 18, marks a key milestone in Dr. Martens’ consumer-first retail strategy in Asia.

Seoul as a strategic market

Dr. Martens CEO Ije Nwokorie framed the Dosan Park opening as a step forward in the brand’s focus on deeper consumer connection and elevated retail experiences. In addition, Dosan Park sits within Gangnam-gu, a neighborhood known for its independent fashion scene and high end dining. It is also known for its strong appetite for craft and design. This makes it a natural fit for the brand’s heritage positioning.

What’s inside

The ground floor houses KURARIE, a café where visitors can explore the space over coffee and desserts before heading upstairs to the store. Meanwhile, the second floor holds the full retail environment, including Made in England icons, exclusive products, and a Craft Zone. Here, visitors can experience Dr. Martens’ construction and materials firsthand.

Neil Cummings, Global Brand Creative Director at Dr. Martens, said, “Dosan Park gives us the opportunity to bring the brand’s creative philosophy to life in a neighbourhood known for its style, cultural pulse, and appreciation for craft. Every detail of the store expresses our global design language while responding to what makes Seoul and this district, unique: from its expressive fashion scene to the way people engage with spaces. This opening builds on our vision to create environments that honour our heritage, showcase our product at its best, and offer moments of discovery for a community that values authenticity.”

Experience led retail

The Dosan Park store reflects a wider industry shift toward retail environments that go beyond product display. Embedding a café on the ground floor and a hands on craft experience upstairs positions the store as a destination rather than a transaction point, a format Dr. Martens has also applied in recent European openings.