Summary
Sulwhasoo entered the Chinese market by launching large-scale boutique shops, distinguishing itself from standard department store counters. The Sulwhasoo Boutique at Deji Plaza Shopping Center in Nanjing is the first of its kind.
This is not merely a store that sells products; it is a space that embodies every element of the Sulwhasoo brand. Just as a person’s character is shaped by their environment, perspective, lifestyle, and preferences, Sulwhasoo’s history, values, mood, products, and ingredients together define the brand’s identity.
Concept
In designing the boutique’s style, the greatest emphasis was placed on developing design elements that align with the new store’s concept while preserving the identity of existing locations. This effort holds additional significance, as the insights gained are expected to inform the development of display elements for future Sulwhasoo boutiques set to open across China in the coming years.
The Best Seller Zone, featuring Sulwhasoo’s signature products on a round display, is designed to help customers—especially those unfamiliar with the brand—easily browse and select products.
In addition to product displays, each boutique features a dedicated zone that highlights the brand’s identity. At the Ingredient Zone, where Sulwhasoo’s precious ingredients are showcased, customers can explore the roots of the holistic beauty philosophy that Sulwhasoo embodies. Through imagery and curated objects that reflect Korean sensibility and the brand’s core concept—combined with a thoughtfully composed spatial design—the worldview and values of Sulwhasoo are vividly conveyed. The Facial Room, which carries on the spa identity of Sulwhasoo’s flagship location in Sogong-dong, offers customers the opportunity to personally experience the brand’s signature treatments, going beyond simply browsing products.
