Sulwhasoo Flagship Store
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Sulwhasoo Flagship Store

The literal and mythological meaning of the lantern is highly significant throughout Asian history—it leads you through the dark, showing you the way and indicating the beginning and end of a journey. Neri&Hu’s radical transformation of an existing five storey building in Seoul, South Korea, into a grand flagship store for leading Asian skincare brand Sulwhasoo is inspired by these notions of the lantern. The building was designed by Korean architect IROJE and built in 2003. Celebrating the roots of the brand, Neri&Hu wanted to develop a concept with strong connections to Asian culture and traditions, ultimately allowing customers to discover the wealth of Asian wisdom that underpins the Sulwhasoo ethos.

The concept originates from three key points that were defined at the very start of the project - Identity, Journey and Memory. Neri&Hu aspired to create a space that appeals to all 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. This is what led to the lantern concept, where a continuous brass structure is the element ties the whole store together, guiding customers while they explore the full extent of the space.

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. The delicate structure rests upon a solid ground of wide timber floor boards that occasionally rises up to form wooden counters with inserted solid stone blocks, on top of which Sulwhasoo’s products are displayed as precious objects. While it is primarily a guiding mechanism, the lantern structure is also a source of light—hanging within it are custom light fixtures that turn the structure into the main attribute to frame and highlight the products on display.

Navigating through the five storeys, customers experience changes in atmosphere. The basement spa with its dark brick walls, earthy grey stone treatment rooms and warm crafted wood floors has a sense of intimacy and shelter for visitors. Moving up the building, the material palette becomes lighter and more open, inviting visitors to interact with the space, culminating finally in a roof terrace with its free-flowing brass structure canopy that frames vast views of the surrounding city. The journey is a constant contradiction between two counterparts: enclosed to open, dark to light, delicate to massive. The holistic approach to the lantern concept—from space-making to lighting to display to signage—gives visitors a sense of endless intrigue and urges them to explore the spaces and products with passion and delight.

Gross Area
1,949 m²

Status
Complete

Completion Date
March 2016

Duration
November 2014 – March 2016

Address
650, Sinsadong, Gangnam-gu, Seoul, South Korea

2018
AIT-Award 2018, by AIT Magazine, GermanySulwhasoo Flagship Store, Retail / Trade Fair Design, 1st Prize
FRAME Awards 2018, by FRAME Magazine, NetherlandsSulwhasoo Flagship Store, SPATIAL AWARDS: Retail - Single-Brand Store of the Year, Nominee
2017
WIN Awards 2017, by World Interiors News.com, UK Sulwhasoo Flagship Store, Interior Projects - Retail Interiors, Longlist
archilovers Best Project 2017, by archilovers website Sulwhasoo Flagship Store
INSIDE: World Festival of Interiors 2017, Berlin, Germany Sulwhasoo Flagship Store, Retail Category, Shortlist
Blueprint Awards 2017, by Blueprint Magazine, London, UK Sulwhasoo Flagship Store, Best Non-public Project – Commercial Category, Commended
The American Architecture Prize - AAP Sulwhasoo Flagship Store, Interior Design - Commercial Category, Winner
Prix Versailles 2017, by UNESCO and the International Union of Architects Sulwhasoo Flagship Store, Shops & Stores Exterior Category of Central Asia and the Northeast, Special Prize
Architizer A+ Awards 2017, by Architizer Website Sulwhasoo Flagship Store, Showrooms Category, Jury Winner
Building of the Year Awards 2017, by ArchDaily Website Sulwhasoo Flagship Store, Commercial Category, Finalist
2016
A&D Trophy Awards 2016, by Perspective Limited, Hong Kong, China Sulwhasoo Flagship Store, Architecture Category, Best of the Best Trophy
A&D Trophy Awards 2016, by Perspective Limited, Hong Kong, China Sulwhasoo Flagship Store, Best Commercial, Retail or Office Category in Architecture, Best of Category
Asia Pacific Interior Design Awards 2016, by Hong Kong Interior Design Association, Hong Kong, China Sulwhasoo Flagship Store, Judge's Choice
Asia Pacific Interior Design Awards 2016, by Hong Kong Interior Design Association, Hong Kong, China Sulwhasoo Flagship Store, Shopping Space Category, Gold
The 10 Best Interiors of 2016, by AZURE Magazine, Canada Sulwhasoo Flagship Store
Best of Year Awards 2016, by Interior Design Magazine, New York, USA Sulwhasoo Flagship Store, Beauty/Spa Category, Winner
Design for Asia (DFA) Award 2016, by Hong Kong Design Center, Hong Kong, China Sulwhasoo Flagship Store, Environmental Design - Commercial Spaces Category, Gold Award