Neri&Hu’s Sulwhasoo store

Chinese studio Nery & Hu’s latest retail #store design, for Sulwhasoo skin care brand in Seoul, features an intricate network and grid of brass rods.

 

The Sulwhasoo Flagship Store occupies a five-storey building that was renovated to provide the brand’s first dedicated retail space. The building’s renovation was overseen by Chinese studio Neri&Hu, whose recent projects include the largest ever retail department at London store Selfridges, and a flagship store for fashion brand Comme Moi featuring custom-made display rails and cage-like cabinets.

 

The spaces are arranged to create an evolving experience across the various floors, starting on the ground floor, where a seasonal #product display is located close to the street-facing windows.

Slender brass rods join together to form geometric volumes, enclosing an outdoor terrace visible from the street.

Light fixtures are also suspended from the structure, helping to illuminate the merchandise displayed.

Each of the shop’s floors has a specific function, with the main boutique and gift-wrapping service joined by a reception area and multifunctional auditorium on the first floor, and lounges including a VIP room on the level above.

Photography and video by Pedro Pegenaute.