The Creative Space
Korean culture sweeps across the world in recent years. The influence of K-Pop and K-Beauty is inconceivable, impacting on not just the younger generation but multiple aspects of the life of many more. Sulwhasoo’s first flagship store, recently opened in Seoul, showcases extremely creative architectural features.
It’s been a while since my last visit to Seoul. Shopping destinations remain jam-packed with visitors, causing you to feel exhausted just to walk on the street. Visiting Gangnam district is like stepping into another world with naked trees along the road that contribute to a nice secluded atmosphere. In a newly built modern building next to Dosan Park lies Sulwhasoo’s first flagship store ever.
THE LANTERN ON THE CORNER
Situated on Dosan-daero, Sulwhasoo’s flagship store is the largest flagship store owned by a single beauty brand in Korea. This lantern-inspired building shines like a beacon when seen from a distance, symbolizing the beauty aspiration the brand has ignited in women with its inherited wisdom of Asian beauty. Natural light entering the building combines with indoor lighting to celebrate the brand’s ‘balance through and through’ skincare philosophy. Conceived by the globally renowned architectural design studio Neri & Hu, the store is clad in light grey cement façade with asymmetric cut outs through which the soft lighting shines. The perforated wall also allows a sneak peek at another design feature: shiny golden brass. Lattice of numerous brass rods runs along the exterior and interior of the building and echo with details of the same material on every floor, especially the outdoor staircase that creates strange harmony with the contrasting cement wall. Embraced by the brass lattice, you will be intrigued to look into the seemingly endless space that extends along the brass structure, offering different vistas from different vantage points. It evokes a journey into the beauty legend of Sulwhasoo from past to future.
MULTI-PURPOSE STAGES
Every level of this six storey flagship store is connected by lift or stairs, offering customers a comprehensive beauty experience. The Boutique & Heritage Room on the first floor accommodates an area dedicated to the brand’s heritage and story since 1966. Engaging visitors in an eloquent way, the transparent cabinets extending to the roof recall the traditional medicinal herbs shop and showcase different ingredients. One of the cabinets contains bottles of serum and vital ingredients, of which Compound K and Ginsenoside F1 are two essential ones. The other end of the first floor displays seasonal offerings and the latest skincare products, which allow easy exploration for customers. Boutique & Gift Service on the second floor displays a selective collection of skincare and makeup products.
Every part of the store is embellished with artful decoration, such as the light fixture in the form of a transparent glass jar, or products and round mirrors hung down from the brass rods. The Gift Zone offers gift-wrapping service with different dainty packages, as well as demonstration of packaging ideas. The elegantly decorated Culture Lounge on the third floor is dedicated to regular cultural activities. VIPs can sit back and enjoy privileged service and exclusive experience at the VIP lounge.
Treatment services are another important element of the flagship. The basement Sulwhasoo Spa incorporates traditional Korean Medicinal herbs with spa rituals. Besides the product display area, the sense of space is accentuated by the use of mirrors. With large floor-to-ceiling windows, the Sulwhasoo Balance Spa on the fourth floor overlooks the fine view of Dosan Park. Customers can enjoy spa services in a relaxing atmosphere. Rooftop is a hidden oasis with brass, wooden walls and white sofas that lend themselves to an airy, cosy space with panoramic views of Dosan Park -- a perfect venue for special activities and parties. At the grand opening, the band Prelude was tapped to perform on the Rooftop. Their performance turned up the heat and banished the cold after the rain.
THE EXCLUSIVES
To celebrate the grand opening of its flagship store, Sulwhasoo launches a limited edition ‘Lantern Collection’ to further accentuate the brand philosophy and design theme of the new store. The collection includes two signature products - First Care Activating Serum EX and Concentrated Ginseng Renewing Cream. In addition, exclusive Herbal Soap, fragrances and the Balm collection in delicate bottles are also launched to offer different skincare benefits.
SENSUAL EXPERIENCE
After the tour, media from Asia were treated to a facial treatment. The spa room is a roomy, elegantly decorated space to rest and soothe your weary body after travel. My neck and shoulder pain and stiffness were relieved by a shoulder massage, which was so rejuvenating with proper strength instead of mere gentle touch. After the treatment, an instructor walked us through a flower arrangement lesson for a floral box set. That night, the scent of fresh flowers and Sulwhasoo fragrance candles pervaded my hotel room.
