Sulwhasoo
Flagship Store

Project for newly launched flagship store of Amore Pacific’s brand, Sulwhasoo, in Seoul, Chungdam. The flagship store allows viewers to experience first-hand Sulwhasoo’s brand philosophy and its identity through a spa service, along with providing them with its brand tradition and history through an exhibition.

Work created for this project includes all printed materials, editorial design and graphic design used for, and in the flagship store, and was created in collaboration with Amore Pacific’s design team.

‘Lantern’ is the architectural design concept of the store with which we took advantage of to form a design motif out of it.

This design motif that derived from the concept of a Korean traditional ‘lantern’ hopes to emphasize the intention to ‘illuminate the beauty’ throughout, as if a lantern gleams in the dark.