New York’s Christian Lahoude Studio and beauty company Sulwhasoo recently collaborated on the creation of a new concept to showcase the brand’s philosophy on holistic beauty through Asian Wisdom. This coming together will first be shown off at a new retail store.
The overall goal was to be unique and highly desirable by building the soul of the brand through a luxurious spatial concept. Sulhwasoo embodies Amore Pacific values and Korean beauty culture, rituals, and philosophy of life and luxury today needs an exclusive multi-sensorial buying experience, created through a space that embodies the brand DNA and transforms it into a story telling experience for the client.
The concept will be rolled out in a new freestanding store in Guangzhou, China and subsequently in Malaysia, Seoul, and Bloomingdales in New York. The redesign begins with the translation of the brand’s legendary ingredients: Ginseng was used as design inspiration, its stable root opposite its delicate flower both of which become core elements of Sulhwasoo’s identity.
As the brand places great importance on counseling and ritual, allowing clients to be immersed in the world of Sulwhasoo and discover the ideas of Asian wisdom, the materiality of the first store unites the contrasting concepts of firm, stable roots and the blossoming of floating flowers. This is achieved through a dark slate canopy, firm and solid, intersecting with a gold canopy, which flourishes into a suspended chandelier. This blossoming creates an intimate space for general counseling – a main focal point of the journey. Korean heritage is displayed through multimedia technology throughout the space.
To recall traditional Hanji paper, the use of backlit precious materials create glowing walls and product displays. The strength and resilience of amber is portrayed by a horizontal detail that unites the custom designed fixtures. Asian, contemporary and beautiful, Sulwhasoo’s new look has it all.