Singapore is a fiercely competitive market where beauty brands from around the world vie for attention.
On July 1, 2015, Sulwhasoo opened its 100th global store — its Singapore flagship — at Capitol Singapore, a prominent luxury shopping mall. This store goes beyond merely displaying products; it was designed as a comprehensive, holistic beauty space where consumers can experience and engage with Sulwhasoo’s offerings. The aim is to create a platform where every customer can connect and communicate directly with the brand.
Concept
The design was developed to highlight the unique characteristics of Capitol Singapore, a landmark in the city, while naturally incorporating Sulwhasoo’s signature color palette.
To achieve this, we adopted a curved design inspired by traditional Singaporean architecture. While maintaining the black-and-white color scheme used in existing stores, we introduced brass as an accent. This brass tone was selected to complement Sulwhasoo’s signature chrysanthemum hue, ensuring a cohesive and elegant design.
For the furniture, we emphasized Sulwhasoo’s uniquely curved product shapes by keeping the forms simple. Patterned marble was used to create a soft, warm, and feminine atmosphere.
The store is designed to let customers experience Sulwhasoo’s story — one deeply rooted in the history of traditional Korean medicine — and to try out Sulwhasoo’s skincare and makeup products while receiving personalized consultations. It also features a beauty lounge where customers can enjoy a spa-like experience. Through this space, customers from Singapore and around the world can build a stronger emotional bond with the brand and experience the true beauty of Korea.
