Addicted To Retail (ATR) presents: Korean luxury skincare brand Sulwhasoo opens concept flagship in Seoul.
The distinctive spatial design is defined throughout by a repeat internal architectural device devised by a floor-to-ceiling brass grid that runs throughout the 1,949 sq. m trading space.
Conceived by Chinese design agency Nerie & Hu, this flagship concept serves not only as a store, but a spa, cultural and community hub and VIP shopping experience.
A first standalone store for the brand, the store is located in the Gangnam neighbourhood and marks a major statement and investment on home territory.
The brass grid conceit claims to be inspired by a Chinese lantern and extends to the exterior of the five-storey building lining the path into the space. Inside the store, scant, but key pieces of furniture define the space. Big design names including Carl Hansen, Arne Jacobsen and Fritz Hansen all feature.
Product display takes up relatively little room and display devices are kept simple, with natural wood and stone-topped counters working well with the more sophisticated hand made mirrors.