Sulwhasoo’s largest flagship store in Korea opens its doors

Six-storey dream space


By Wei Yeen Loh

Sulwhasoo’s largest flagship store in Korea opens its doors

K-beauty addicts, brace yourselves during your next vacay to Seoul for Sulwhasoo’s first standalone flagship store, which also happens to be the largest brand flagship store in the Korean beauty market. Designed by world-renowned architect duo Lyndon Neri and Rossana Hu, the design concept of the flagship is derived from a lantern—a symbol of the Korean brand shedding light on beauty with Asian beauty, akin to a beacon that shows the way out of darkness. Golden brass graces the building’s exterior and interior with each floor representing a different theme to take visitors through a seamless journey into the brand’s past, present and future.


Make your way through the six impressive storeys that showcase Sulwhasoo’s brand heritage with a plethora of holistic beauty experiences. A few exciting floors you need to check out include The Boutique & Heritage Room on the first floor which showcases seasonal offerings and new products, along with the Culture Lounge on the third floor—Sulwhasoo’s signature cultural space that will hold various cultural programs on a regular basis. After exploring, kick back and enjoy the spa services on the first underground floor where you’ll find a luxurious anti-aging spa program infused with Korean medicinal herbs, or head up to the spa on the fourth floor for a spectacular view of Dosan Park while relaxing.

Sulwhasoo has also unveiled the limited edition Lantern Collection in conjunction with its store opening. Comprising of two signature products (First Care Activating Serum EX and Concentrated Ginseng Renewing Cream), the limited edition design is similar to the gold lantern motif spotted in the building’s design. The new flagship offers exclusive editions of Herbal Soap and First Peace Potpourri as well.


Sulwhasoo Flagship Store is located at 18, Dosan-daero 45-gil, Gangnam-gu, Seoul, Korea


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