AmorePacific-owned Sulwhasoo has opened Korea’s largest single-brand cosmetics boutique. The store, which spans an entire five storeys in Sinsa-dong, Seoul, was iunaugurated on Wednesday, according to a report published by Korea JoongAng Daily.
The boutique’s location is set to appeal to Chinese tourists, who frequent the upscale shopping district in search of high-end brands from Hermes to Louis Vuitton.
Designed by Shanghai-based Neri & Hu, the exclusive store is adorned with golden brass rods inside and out to emulate a giant traditional lantern. Furnished with Korean antique dressing tables and mirrors to hint at the brand’s historical roots, the store also boasts a display of Sulwhasoo’s origins. Customers will be able to browse the full range of Sulwhasoo products, including a range exclusive to the boutique.
The upper floors house special services such as gift wrapping, a dedicated spa and an events space for VIP clients and cultural shindigs.