Delicate brass framework inside Neri&Hu's Sulwhasoo flagship store

A lattice of brass rods creates see-through surfaces that extend throughout the interior of this shop in Seoul, which was designed by Neri&Hu for Asian skincare brand Sulwhasoo.

The Sulwhasoo Flagship Store is situated in the South Korean capital's Gangnam district and 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, which recently combined Japanese and Californian influences in its design for the largest ever retail department at London store Selfridges, and created a flagship store for fashion brand Comme Moi featuring custom-made display rails and cage-like cabinets.

Neri&Hu's design is influenced by the symbolic significance of lanterns in Asian culture, as tools for illuminating people's travels and marking the beginning and end of a journey. The facades incorporate large openings that allow the warm tones of the interior to glow through.

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. This level also accommodates an area dedicated to the brand's heritage and philosophy.

A framework made from slender brass rods joined together to form geometric volumes encloses an outdoor terrace visible from the street. This element reappears inside the building and provides a sculptural detail that continues through a series of voids and openings that define the store's interior.

"Neri&Hu aspired to create a space that appeals to all the senses, that captures the customer immediately as they approach the building, creates an experience that continues to unfold during the journey through the store, and leaves a strong impression with visitors long after they have left," said a project statement released by the architects.

"This is what led to the lantern concept, where a continuous brass structure is the element that ties the whole store together, guiding customers while they explore the full extent of the space."

The sense of endlessness achieved by the dense lattice is accentuated by round mirrors integrated into gaps between the rods. Light fixtures are also suspended from the structure, helping to illuminate the merchandise displayed.

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