Sulwhasoo to open its first store at Paris’ Galeries Lafayette
설화수 프랑스 라파예뜨 런칭
SulwhasooNov 06, 2017
Summary
The Sulwhasoo Lafayette store is the first to introduce Sulwhasoo to French customers. It aims to express Korean and Eastern beauty rooted in Sulwhasoo’s brand philosophy and heritage—natural beauty achieved through balance and harmony.
Concept
Sulwhasoo’s 50 years of dedicated research on ginseng and the development of its patented JAUM Balancing Complex are showcased on the wall display to communicate the brand’s philosophy and its sincere approach to ingredients. As many French customers may not be familiar with ginseng, resin-encased ginseng berries and roots are displayed to provide a tangible visual experience. In the center of the skincare tester zone, a Korean “Moon Jar” and plum blossoms blooming through snow—symbols that represent Sulwhasoo’s vision of beauty—are presented through collaborations with artists to symbolically convey the brand’s image and draw customer attention.
Though minimal in overall design, the store reflects the East’s refined aesthetic through Sulwhasoo’s signature plum blossom-patterned furnishings and ceiling details. A space dedicated to the brand’s heritage features modern interpretations of traditional Korean herbal medicine, helping customers understand its role as the foundation of Sulwhasoo. The store’s palette—dark brown, ivory, and accents of gold—evokes the warmth and depth of Korean traditional medicine. To deepen the brand experience, Sulwhasoo’s signature wrapping cloth packaging—previously exclusive to Korea’s flagship stores—is also available at the Lafayette store, allowing French customers to appreciate the thoughtful sensibility and care rooted in Korean culture.
