Located on Dosan-daero in Seoul, where global luxury brands are clustered, the Sulwhasoo Flagship Store has officially opened—becoming the largest of its kind among domestic single-brand beauty stores. The design concept of the flagship store is “lantern,” a motif that not only defines the unique character of the building’s exterior but also helps customers remember the space as part of an architectural journey reflecting Sulwhasoo’s brand philosophy.
Concept
The flagship project was carried out in collaboration with the architectural designer duo Neri&Hu, renowned for their work in architecture and furniture design. The exterior and all six floors—both above and below ground—are enveloped in golden brass structures, with each level dedicated to a distinct theme. Visitors can experience a journey of harmonious beauty that connects the past, present, and future. Floral patterns emblematic of Sulwhasoo have been reinterpreted with a modern sensibility, adding depth to the brand atmosphere. Customers can explore not only the brand’s full range of products and spa services, but also immerse themselves in its heritage. Through flagship-exclusive packaging services and limited-edition offerings, Sulwhasoo aims to deliver a holistic beauty experience that embodies the essence of Asian beauty.
