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. With this in mind, Neri&Hu transforms an existing five story building in Seoul by Korean architect IROJE, into a breathtaking flagship store for luxury skincare brand Sulwhasoo. 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 continuous brass “lantern” structure is the element ties the whole store together, guiding customers on a journey that evolves continuously: enclosed to open, dark to light, delicate to massive. The holistic approach of 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.