Sulwhasoo embodies Korean beauty culture and values, and philosophy of life. We developed an exclusive multi-sensorial buying experience that transforms the brand DNA into a story.

The expression of the brand’s Fifth Generation begins with the translation of its Legendary Ingredients. Ginseng is used as inspiration. Its stable root is opposite its delicate flower. In the fifth Generation, ginseng becomes the focal point for its retail experience.

As the brand places great importance on counseling and ritual, allowing clients to be immersed in the world of Sulwhasoo and discover the ideas of Asian Wisdom, the materiality of the first store unites the contrasting concepts of firm, stable roots and the blossoming of floating flowers. This is achieved through a dark slate canopy, firm and solid, intersecting with a gold canopy which flourishes into a suspended chandelier. This blossoming creates an intimate space for General Counseling- a main focal point of the journey with the Brand.

Korean Heritage is displayed by multimedia technology throughout the space. To recall traditional Hanji paper, the use of backlighting precious materials creates glowing walls and product displays. The strength and resilience of amber is portrayed by a horizontal detail that unites the custom designed fixtures.