Breathe easy

Built around the skincare brand’s philosophy of pursuing health-focused beauty through science and culture, the space has been designed around natural elements that keep the skin fresh and healthy. It was set up in response to how environmental pollution is getting worse year after year.

The three-storey, naturally lit store features a filtering system that blocks out pollutants and supplies showrooms with purified air, an air shower booth to help keep the interior space free from the outside world, and a water bar serving purified water.

‘The Filter Space flagship store from Dr Jart+ in Seoul lets you comfortably experience the most purified water, air and light for healthy beauty, rather than being a simple beauty store,’ a representative of the store explained in a statement. ‘We hope you will relax in this place, away from the environmental pollution that worsens every day.’