It was only a matter of time before Diptyque would enter a market as mature and sophisticated as South Korea. Well, it has now. In collaboration with local retail partner and wholesaler Shinsegae International, the Paris-based olfactory brand has opened its biggest flagship store worldwide in one of Seoul‘s most fashionable shopping areas. The retail space measures no less than 260 sqm. (2,799 sq.ft.) set across two expansive floors of a modern building on Garosu-gil. The interior design, created by the brand’s in-house design team in the French capital, takes ample cues from Diptyque‘s boutique on boulevard St.-Germain with a variety of rustic inspired elements loosely blended in. The understated concrete façade features a grand, four-metre gate with a locally crafted carpet pattern engraved in the threshold, which forms the boutique’s main entrance, flanked by two large windows. The side of the building sees a section covered in black wood panelling and featuring a large-sized scented candle, the brand’s signature product. The ground floor oozes the charm of a Parisian private home, featuring herringbone parquet flooring and traditional wooden wall panels.
This is the backdrop for a variety of different settings which display the full range of perfumes and scented candles, in addition to a wrapping service section. One floor up, various experiential spaces can be found, including a dining room, kitchen, laundry room, living room, and a bathroom. The dining room comes with a Louis XIV-style fireplace sourced from France and a large gypsum chandelier. The soft green kitchen, decorated with traditional tiles and copper pots and pans, is used to as a space for Diptyque‘s olfactory experiments and new product workshops. The living room boasts a mother-of-pearl screen with a geometric pattern inspired by Art Deco. This folding screen aims to unite the harmony between the French family house and Korean traditional art by applying the traditional Korean Najeonchilgi lacquerware technique. Last but not least, there’s fancy bathroom with a backdrop of green latticed wood features a large retro-style bathtub, traditional French eaves, and Korean traditional ceramics. Here, Diptyque‘s entire body product line is presented.
Diptyque
15 Garosu-gil (Shinsa-dong)
06035 Seoul
Telephone: +82 50 713917494
Daily 11am-9pm
Publishers Note
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