The Sulwhasoo Flagship Store reflects the campaign message of First Care Activating Serum: “Naturally radiant, glowing skin.”
The story of the serum is woven throughout the space, using natural light and pure material objects to express its signature radiance.
Through the interplay of hanok and Western-style architecture, the light and flow of First Care Activating Serum are spatially interpreted,
allowing visitors to fully experience its essence throughout their journey.
Concept
The concept of this Sulwhasoo House space is “The Radiant Space of First
Care Activating Serum.” Natural light from Bukchon is captured through pure, reflective materials to express the serum’s radiance. This metaphor
of light conveys the essence and efficacy of the product. The spatial design follows the narrative of the First Care Activating Serum. Visitors
are invited to experience its depth, beauty, and heritage in an immersive way.
Gallery Chang
Gallery Chang is the first zone that embodies the luminous essence of the First Care Activating Serum.
In this space, pure objects naturally emit the glow of the serum as they are illuminated by the light streaming through the window.
It serves as a key element in expressing Sulwhasoo’s brand identity and the purity of the serum, while also drawing customers into the space.
Scene
This space visually captures the radiant beauty of the First Care Activating Serum by creating a natural flow of light and transparency, symbolized through cascading floral elements from top to bottom.
Placed atop a traditional Korean cabinet that reflects Sulwhasoo’s heritage,
the serum becomes a symbolic representation of its legacy, connecting the past to the present.
Boutique Yun
By repeatedly displaying First Care Activating Serum, its iconic presence is emphasized, while the radiant light elements from the gallery chang are seamlessly
extended to complete the spatial flow.
Additionally, in Boutique Yun, the display of the brand’s seal symbol alongside the sixth-generation evolution of First Care Activating Serum allows Sulwhasoo’s identity and heritage to blend even more naturally into the space.
Additionally, in Boutique Yun, the display of the brand’s seal symbol alongside the sixth-generation evolution of First Care Activating Serum allows Sulwhasoo’s identity and heritage to blend even more naturally into the space.
Boutique One
By centering the product display around the First Care Activating Serum and echoing the floral
arrangements used in the previous space, the experience flows seamlessly
from one area to the next, allowing visitors to feel the continuous presence
of the First Care Activating Serum throughout the journey.
This Sulwhasoo House space brings to life the story of Yun Light and
circulation found in First Care Activating Serum, visualized through pure,
refined objects that embody the product’s core essence.
The space is designed to allow visitors to naturally experience
the philosophy and narrative of the serum.
