BLOG
During our recent visit to the Sulwhasoo Flagship Store in Gangnam, Seoul, South Korea, we stepped into a space that felt more like entering a gallery than a traditional beauty retail store. Designed by acclaimed design studio Neri&Hu, the store reflects a refined and holistic vision of beauty, aligning perfectly with Sulwhasoo’s identity as a premier luxury skincare brand.
Inspired by the metaphor of lanterns—a symbolic journey from darkness to light—the design centers around three key themes: identity, journey, and memory. These concepts are expressed through the spatial layout, lighting, and material palette.
Click to see video short here
At the heart of the store is a prominent brass structure, radiating warmth and elegance. High-quality materials and exquisite craftsmanship—hallmarks of Neri&Hu’s work—elevate the atmosphere, while ambient lighting and reflective brass surfaces create a serene, luxurious feeling.
One highlight of the journey is a dedicated room showcasing the materials used in Sulwhasoo’s products—especially ginseng, a treasured ingredient celebrated for its remarkable health and skin-regenerative benefits. Sulwhasoo’s reverence for this ancient root is evident in both product and place.
Each room offers a distinct and timeless experience, carefully curated to reflect Sulwhasoo’s passion for holistic beauty and time-honored wisdom.
Without resorting to typical luxury tropes, the store achieves a quiet sophistication through thoughtful storytelling and design. An outstanding execution by Neri&Hu, and a memorable stop in Gangnam.
