Hermès unveils renovated store in Seoul

18 Dec '23

2 min read

Pic: Tanya Keisha - stock.adobe.com

Insights

Hermès has revealed the renovated Seoul store at Shilla Hotel, embodying a blend of tradition and modernity inspired by Korean traditional houses and the Dansaekhwa artistic movement.
The two-story space, reflecting the vibrant and cosmopolitan nature of Seoul, features a unique powder pink staircase, myungjoo silk walls, and a design inspired by the Hanok.

Hermès has unveiled its renovated store in Seoul's Shilla Hotel, nestled in a bucolic setting in the heart of the city. Inspired by Korean traditional houses, the two-storey space blends tradition and contemporaneity, thanks to the influence of the Dansaekhwa artistic movement. As Hermès’ very first address in Korea in 1997, a country hosting now 19 addresses, this location is a reflection of the capital, effervescent and cosmopolitan.

Leading to the lower level, the staircase is surrounded by a creation specially designed by the Korean textile designer Hyunjee Jung. This staircase in powder pink hues marries the terracotta wall made of several layers of traditional myungjoo silk, a reminder of the Bojagi art. To the left of the entrance, women's shoes stand next to the jewellery and watches areas with woven leather walls, as well as the private salon, Hermès said in a press release.

Singular in its architecture, the renovated store designed by the Parisian architecture agency RDAI, was inspired by the Hanok, the traditional Korean house, with its anthracite tile roofs. The decor is grounded in the softness of a rust-coloured palette and leans towards monochromes and textures in the image of the Dansaekhwa artistic movement. Delicate touches of pink and blue inlaid in the light terrazzo floor throughout the store echo the traditional Faubourg pattern.

Fibre2Fashion News Desk (RR)

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