neri & hu inserts delicate brass frame into sulwhasoo flagship in seoul

neri & hu inserts delicate brass frame into sulwhasoo flagship in seoull
all images © pedro pegenaute

over the past few years, south korea has seen a rise in international popularity for their cosmetics and meticulous skincare industry. many companies have used distinctive retail interiors and branding to visually attract customers and recognition into the array of stores especially in seoul. recently, korean beauty brand ‘sulwhasoo’ charged designer-duo neri & hu to realize their flagship branch located in the capital city’s gangnam district.

sulwhasoo is one of the many leading korean skincare brands

set on a corner site and rising at five-storeys, the store not only showcases their diverse selection of skincare products but hosts two spas. the retail space is defined by a continuous and slender grid construction of brass filaments influenced by the lantern; by celebrating the heritage of sulwhasoo, the design brought to life connections to asian culture and traditions.

the theme throughout was influenced by the notions of the lantern

the concept originates from forming a journey that appeals to all the senses. in creating a series of voids and openings in the building, visitors fully experience the structure as it moves through the space and envelops the different programs. mirror volumes are inserted into a wooden landscape to reflect and amplify the seemingly endless structure. meanwhile, the products have been carefully distributed as precious objects, with light fixtures integrated to gently illuminate them.

the interiors is defined a continuous grid, brass structure

the change in material and color is apparent. the basement spa is wrapped with dark brick walls, earthy grey stone treatment rooms and warm crafted wood floors producing a sense of intimacy and shelter. as visitors move up the program, the material palette becomes lighter and complemented with furniture by mattiazzi, stellar works and carl hansen. lastly, the space opens up to a generous rooftop terrace decorated in outdoor furniture by gandia blasco and overlooking views of the surrounding urban context.

‘the journey is a constant contradiction between two counterparts: enclosed to open, dark to light, delicate to massive.’ – neri & hu

 the brass structure is the element ties the whole store together, guiding customers while they explore the space

mirror volumes are inserted into a wooden landscape to amplify the structure

products are displayed as precious objects

furniture by stellar works, carl hansen and arne jacobsen is seen throughout

the basement spa with its dark brick walls, earthy grey stone treatment rooms

leading up to the rooftop terrace

sulwhasoo flagship store by neri & hu