The sophisticated South Korean market is known to have an exceptional sensibility towards cosmetics and related goods, and it isn’t surprising a string of brand’s from fashion and lifestyle’s upper echelon have stepped up their presence in Seoul, the country’s sprawling capital and its biggest luxury retail arena. As of late, Byredo has joined the ranks with a standalone boutique, its very first in the Far East. Situated in the leafy Sinsa-dong neighbourhood, the store has been set up in collab with Shinsegae International, a leading Korean fashion and lifestyle conglomerate that holds licences for a slew of top brands. Interestingly, the Stockholm-based cult fragrance brand has opted for a building which was previously occupied by another European manufacturer of olfactory goods that’s also part of the aforementioned conglomerate’s portfolio.
Following a full revamp, the façade and interior have gone from neoclassic to a distinctly contemporary look and feel to match Byredo‘s design codes, and sees a minimalist brick façade that hints what lies beyond. Similar to the previously opened retail spaces, Swedish architect Christian Halleröd created the interior design, and although the Byredo boutiques steer clear from a generic look, each features elements that aesthetically connects them. Stuccoed walls and limestone terrazzo flooring form the backdrop of tall wooden shelving, matching workbench-inspired displays and cabinets crafted from glass, aluminium and speckled terrazzo that ties in with an elongated table of the same material. The new Byredo outpost obviously stocks the brand’s full range of niche fragrances, in addition to handbags, small leather goods and accessories.
Byredo
12 Dosan-daero 45-gil (Sinsa-dong)
06021 Seoul
Telephone: +82 2 5460600
Daily 11-7.30
Publishers Note
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