Culture & News
Korean Retail Design: A Masterclass in Storytelling and Emotion
Seoul has long been admired for its distinctive design culture; where architectural elegance, visual storytelling, and rich brand narratives converge with confidence. From the maximal to the minimal, every retail space seems to possess a clarity of purpose and emotional resonance that’s both visually captivating and experientially immersive.
Sulwhasoo Bukchon: A Flagship Embodying Heritage and Ritual
The House of Sulwhasoo Bukchon is a striking example of this synergy. Tucked within a beautifully preserved Hanok, the experience doesn’t just showcase their skincare, it invites visitors to engage with its essence, its very ingredients. From a traditional gift-wrapping space (Jihambo), to a tranquil tea room, cocktail bar, and seasonal garden, every touchpoint is considered. These are not ornamental additions, they are vibrant, emotive extensions of the brand’s story. The garden is seasonally replanted around a 60-year-old juniper tree, the tea is gently poured with ceremony and precision, and the products are gift wrapped with such care, the details drawn from Korean custom ground the brand in authenticity and connection.
It's remarkable how seamlessly Sulwhasoo balances innovation with heritage. The brand embraces sleek modernism in other locations, but here, the emphasis on tradition amplifies the emotional resonance. It's a powerful reminder: nostalgia, when embraced with sincerity and substance, can elevate a brand’s impact and deepen its relevance with both new and existing audiences.
Café Culture Meets Concept Design: Korea's Evolving Lifestyle Retail Spaces
Korea's thoughtful interplay between past and present extends far beyond the beauty sector. Even Korea’s coffee culture has evolved into an arena for design and narrative. The conceptual interiors of Nudake push creative boundaries, while Starbucks Jangchung Lounge R reframes a global brand through a distinctly Korean lens. Though instantly recognisable, this flagship blends seamlessly into local culture, pairing familiar cues with materials and spatial rhythms inspired by Korean heritage. The result? A space that’s grounded, surprising, and human.
Genesis Suji: Redefining the Automotive Retail Experience Through Design
Nowhere is this evolution more boldly expressed than at Genesis Suji; car showroom like no other. From its façade, inspired by the folds of a traditional Hanbok, to the transportive scent that greets you on entry, the experience is defined by sensory generosity and respect for its guests. Rather than overwhelm with scale or inventory, the brand opts for focus: a single hero vehicle stands in striking isolation within the atrium, presented more like a work of art than a commodity.
Above, design continues to drive interaction. Car doors are displayed sculpturally, allowing guests to explore textures, colours, and finishes intimately. It’s less about selling and more about storytelling. With hospitality at its core, Genesis turns what could be a transactional encounter into something calm, personal, and genuinely memorable.
Beyond the impressive facades and elevated aesthetics, what truly sets Korea apart is how effortlessly it weaves tradition and hospitality into the heart of contemporary brand experiences.
Lessons from Seoul
Where Heritage and Service Collide to Create Meaningful, Hospitality-Driven Spaces
Fresh from a trip to South Korea, our Design Director Emily returned inspired by the aesthetics of Seoul's retail landscape and the depth of thought and emotion embedded in every experience. South Korea has long set the benchmark for design-forward thinking, but what struck her most was how effortlessly brands there combine architectural beauty with cultural authenticity and service-led storytelling.
From luxury skincare to coffee culture and automotive showrooms, South Korea is confidently redefining what meaningful brand experiences can look and feel like. Here, Emily shares her reflections on the spaces that moved her, and the lessons global brands can take from their uniquely human approach to retail.