Sulwhasoo House - Seoul, South Korea
Feeling Remains
Space Archive Project no.15 Oct 13. 2024
What remains after brand experience?
Products you bought? Memories have you experienced?
After time goes by, all those things will fade away. But eventually, the feeling that you’ve got will remain. Happiness, Peacefulness, and sometimes Anxiety, the emotions that were created from the space will be continued.
One great example is the Sulwhasoo House in Seoul. They put various touchpoints to create a meaningful brand experience. It’s been more than 8 months since I visited, but still, the positive feeling from that space is in my heart.
Intro to Sulwhasoo
Sulwhasoo is a renowned Korean beauty brand, and it has more than 90 years of history. Throughout modern times in Korea, the products have evolved while inheriting the traditions. They use Ginseng as their main ingredient and continually experiment to discover the best product for the skin. And, the Sulwhasoo House shows its heritage with spatial experience. They put their truthfulness into the space by offering great memories to customers.
The store is located in the historic Bukchon District, where tradition meets modernity. It is a unique destination for beauty enthusiasts who want to experience Korean beauty and traditional culture at the same time.
Layered stories enhance the sincerity
The depth of the brand comes from a layered story. The depth of experience comes from layered content. Sulwhasoo House layered the story and contents in two ways, architecturally and conceptually.
First, architecturally, they layered two different eras in one building. Hanok ( A Korean traditional house) was made in the 1930s, and Yangok ( A western modern house) was made in the 1960s. They connect those two different buildings with the courtyards in the middle. The building itself represents the abundant history of Sulwhasoo.
Secondly, they layered the depth of retail experience. The customer journey begins from Hanok. Hanok is mainly for welcoming and introducing their brand. With show windows, rooms for storytelling, and some crafted artworks, they draw people into their area.
Then, a small courtyard allows them to see the sky and feel the air before entering the Yangok. In Yangok, customers can experience the products deeply by testing and communicating with employees. Additionally, there is a gifting station for those who want to deliver sincerity to their loves. On the second level, a lounge space is ready to welcome guests. Books, tea, and outside views elevate the value of relaxation. Overall, from start to finish, the space sequence creates calm enjoyment and focus to create a positive feeling.
Great Supporter: Furniture & Objects
Throughout the whole space, furniture and object selections define the tone and manner of the brand. And it elevates the artistic level of the brand and solidifies its identity. When architecture and Interior structure form the general atmosphere, furniture and objects interact with feeling. By touching and observing, customers build up a connection with the brand.
Objects — The last touch
Especially, objects are the last touch to increase the level of brand aesthetics. They decorated with Korean traditional vase collections with flowers to enhance the craftsmanship and vitality of the space. Framed art with an orange accent helps to keep warmth and brand identity. Product support object also has a special touch in shape and materials to highlight the products.
Books — Share Thoughts
Additionally, books are essential decor items, also it is a great method to deliver a brand’s philosophy. In the upper level, they created a quiet lounge area with lots of design & architectural books. By sharing their books and give a chance to read them, they indirectly communicate with customers, and make retail space even special.
Overall, my experience in Sulwhasoo House was similar to the gallery tour. The sequence of the space was dynamic with consistent. The content was insightful with artfulness. In every piece, including architecture, branding, objects, graphics, music, and even scent. I can feel the thoughtfulness behind the people who created this space, including the people who welcomed us onsite.
So, you might be curious. What did I feel?
For me in one word, I would say Purification. Escape from the complex city life, my mind and mental were calm down and healed. After the experience, I bought one of their product. Whenever I use it, the feeling that I experience blows up and fills my daily life.