Image courtesy of Neri&Hu

The endless Sulwhasoo Flagship Store by Neri&Hu

A lattice of brass rods creates see-through surfaces that extend throughout the interior of this shop in Seoul, which was designed by Neri&Hu for Asian skincare brand Sulwhasoo. The Sulwhasoo Flagship Store is situated in the South Korean capital’s Gangnam district and occupies a five-storey building that was renovated to provide the brand’s first dedicated retail space. The building’s renovated design is influenced by the Asian significance of lanterns as tools for illuminating people’s travels and marking the beginning and end of a journey.

Image courtesy of Neri&Hu

The facades incorporate large openings that allow the warm tones of the interior to glow through. The spaces are arranged to create an evolving experience across the various floors, starting on the ground floor, where a seasonal product display is located close to the street-facing windows. Slender brass rods join together to form geometric volumes, enclosing an outdoor terrace visible from the street. Across the various storeys, different moods are achieved by altering the materials used.

Image courtesy of Neri&Hu

Neri&Hu aspired to create a space that appeals to all the senses, that captures the customer immediately as they approach the building, creates an experience that continues to unfold during the journey through the store, and leaves a strong impression with visitors long after they have left. The sense of endlessness achieved by the dense lattice is accentuated by round mirrors integrated into gaps between the rods. Light fixtures are also suspended from the structure, helping to illuminate the merchandise displayed.

Image courtesy of Neri&Hu

Each of the shop’s floors has a specific function, with the main boutique and gift-wrapping service joined by a reception area and multifunctional auditorium on the first floor, and lounges including a VIP room on the level above. One of the store’s two spa areas is located on the third floor. It includes a series of treatment rooms, two foot spas, a powder room, a courtyard and a staff room. A more luxurious spa offering treatments based on Korean medicinal herbs is situated in the basement. Wide timber floor boards give the interior a warm, natural feel.

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