The renowned brand, Hermes, has recently reopened its enlarged boutique in the high-end shopping zone, Apgujeong Rodeo, within Seoul’s Galleria department store. This area is famously known as a luxury buying hub in the Gangnam district.
The storefront, crafted by the Parisian architecture agency RDAI, is beautifully wrapped in oxidizing metal stripes. This design is an homage to the traditional Korean decorative painting known as Dancheong, creating a perfect blend of modern and traditional. Hermes, the French luxury powerhouse, refers to this as a lively interaction between culture and modernity.
Upon entering, visitors are greeted with the emblematic ex-libris of the house, embedded into the signature terrazzo Faubourg pattern. The boutique layout accentuates different merchandise categories, with silk items occupying the central space. On the right side, there are men’s shoes and ready-to-wear sections, while home and equestrian collections are located toward the back.
The goods on display include leather items, jewellery, and watches, which are showcased in dedicated intimate spaces. Women’s ready-to-wear and shoe collections are exhibited against a backdrop of pastel blue terrazzo and silk partitions.
The interior design incorporates local custom craftsmanship, such as pleated paper lighting created by Jungmo Kwon. This is in addition to pieces from the Emile Hermes collection and contemporary photography.
The statement from the company further elucidates, “As the store moves to a new location, the two window scenes also lead the viewer on a poetic journey. This narrative transforms the mundane details of daily life into thought-provoking reflections on our collective imagination.”
The luxury brand extends an invitation to its loyal clientele and prospective customers to explore their timeless creations in a vibrant environment that mirrors the unique culture of Seoul and the impeccable craftsmanship of the house.
What does the new design of the Hermes store symbolize?
The new design brings together the elements of traditional Korean decorative painting with modern aesthetics, symbolizing a playful dialogue between heritage and modernity.
What kind of products are highlighted in the store layout?
The store layout emphasizes different categories including silk at the center, men’s shoes and ready-to-wear to the right, and home and equestrian collections toward the rear. Leather goods, jewellery, watches, and women’s ready-to-wear and shoes are also showcased.
What local elements are incorporated in the interior design of the store?
The interior design incorporates local custom craftsmanship, such as pleated paper lighting by Jungmo Kwon, displayed alongside pieces from the Emile Hermes collection and contemporary photography.
