Sulwhasoo Flagshipstore in Seoul

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 flagshipstore 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.

  • Neri&Hu