There’s no denying—Seoul is one of the planet’s most innovative and dynamic retail arenas, and the recent inauguration of standalone LOEWE store, albeit a special one, bears witness to this enviable stature. Nestled in Seongsu, the South Korean capital’s most happening shopping area du jour, the newest LOEWE boutique is dedicated exclusively to its fragrance collections. And mind you, its the first LOEWE Perfumes store of its kind anywhere! Occupying 344 sqm. (3,703 sq.ft.) across two floors of a modern structure, the retail space features the brand’s signature aesthetic created by its in-house design team at home base Madrid. Standing out from its surroundings, the low-rise building is entirely clad in hand-made, blue ceramic tiles from Spain, and the material also extends abundantly inside where it appears other hues, such as emerald, lime green, and turquoise.

Floods of daylight permeates the ground floor thanks to floor-to-ceiling glass at the front, and the windows facing the patio garden. Upon entering, shoppers encounter a low curved display in the window, laden with coveted merchandise, and situated right behind, a large curved counter with a marble top, both clad in soft green glazed tiles. The side walls are also covered in tiles, but in a deeper shade of green. One side sees a large recessed shelving unit in light timber, flanked by three standalone cabinets, while opposite, beside the staircase, more recessed nooks filled with a variety of products and a small counter with sink can be found. At the back, beside the patio, shoppers can retreat to a cozy seating area and a special nook filled with Crafted Collection products. Here, the backdrop comprises glazed tiles in a soft blue, and a custom-made rug inspired by British textile designer John Allen‘s colourful tapestry Rosley Clump.

Adding to the lifestyle concept of this LOEWE store is a café on the upper floor offering a special menu of drinks and desserts inspired by the collection of the brand’s perfume products. The luxury brand that’s not only known for its artisanal excellence, but also its strong affiliation with leading artists and designers. The front section of the ground floor setting sits below a light-filled atrium which is adorned by a large suspended knitted artwork by South Korean artist Kwang-ho Lee. Across the premises a number of striking statement pieces can be found, including Gerrit Rietveld‘s chunky Utrecht chairs, the Akari E floor lamp by Isamu Noguchi, and two Mira chairs by George Nakashima. The new LOEWE store stocks the full range of fragrances, home fragrances, scented candles and bath products. © superfuture