Sulwhasoo flagship store by Neri & Hu, Gangnam. Photography by Pedro Pegenaute Sulwhasoo flagship store by Neri & Hu, Gangnam. Photography by Pedro Pegenaute
Sulwhasoo flagship store by Neri & Hu, Gangnam. Photography by Pedro Pegenaute Sulwhasoo flagship store by Neri & Hu, Gangnam. Photography by Pedro Pegenaute
Sulwhasoo flagship store by Neri & Hu, Gangnam. Photography by Pedro Pegenaute Sulwhasoo flagship store by Neri & Hu, Gangnam. Photography by Pedro Pegenaute
Sulwhasoo flagship store by Neri & Hu, Gangnam. Photography by Pedro Pegenaute Sulwhasoo flagship store by Neri & Hu, Gangnam. Photography by Pedro Pegenaute

Gilded cage

06 : 06 : 2016 Neri&Hu : Explorium Retail : Luxury Beauty

Gangnam – Sulwhasoo has unveiled its impressive flagship store, which uses delicate brass framework to create a striking yet relaxing environment.

  • Dark brick walls, wooden floors and grey stone encourage visitors to unwind in the space
  • The space hosts pieces by famed designers including Carl Hansen and Arne Jacobsen

Working with architects Neri&Hu, the South Korean brand developed a continuous lattice structure of slender brass filaments that run throughout the 1,949-square-metre, five-storey space.

The luxury retail concept was inspired by the soft glow of Oriental lanterns, which was further explored through a series of large mirror volumes and custom furnishings placed within the wooden facades.

The space aims to create a relaxed and intimate atmosphere for shoppers. Visitors can sip on a cup of fragrant herbal tea as they browse the store, while VIP customers can enjoy the use of two on-site spas.

‘We aspired to create a space that appeals to all of the senses, that captures the customer immediately as they approach the building, creates an experience that continues to unfold during the journey through the store and leaves a strong impression with visitors long after they have left,’ the architects said in a statement.

​The Big Picture

Flagship stores are no longer just about selling products. They are key sites in which to immerse window shoppers in a brand’s cultural DNA. Read our Explorium Retail microtrend to find out more.

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