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Hermès Unveils Revamped Seoul Boutique Infused with Korean Flair

The boutique incorporates design elements inspired by local Korean culture, drawing inspiration from traditional Korean architecture. Image credit: Hermès French luxury brand Hermès is elevating the retail experience with its...

The boutique incorporates design elements inspired by local Korean culture, drawing inspiration from traditional Korean architecture. Image credit: Hermès

French luxury brand Hermès is elevating the retail experience with its newly reopened boutique at the prestigious Shilla Hotel in Seoul, South Korea. The revamped store, unveiled on December 15, 2023, offers a glimpse into Hermès' world of opulence, featuring design elements inspired by traditional Korean houses, known as "Hanoks."

The Shilla Hotel boutique, established in 1997 as Hermès' inaugural entry into Seoul, has undergone a significant transformation, expanding across two floors to showcase an extensive collection of ready-to-wear, accessories, and more. This move aligns with Hermès' commitment to providing a larger platform for local artisans and craftspeople.

The updated boutique highlights the work of Korean designers and architects, with contributions such as a central staircase by textile designer Hyunjee Jung and a meticulously planned garden area by landscape architect Jeong Wook-Ju. The interior features a terracotta wall made of Myung Joo silk on the first floor, woven leather accents in the women's section, and a private salon on the second level.

The boutique was the maison’s first entrance into Seoul upon its debut in 1997. Image credit: Hermés

The recent expansion has doubled the retail space, now spanning two floors. Image credit: Hermès

Conceived by the Parisian architecture agency RDAI, the store's visual identity draws inspiration from the Dansaekhwa art movement, employing a monochromatic color palette with touches of bronze and rust. Cherry wood furniture, reminiscent of the native flora of Jeju-do province, adds a warm and inviting ambiance.

To foster a sense of community, the boutique showcases contemporary photography from artists such as Pentti Sammallahti, Nicolas Silberfaden, and Saul Leiter, connecting the Seoul location to the broader Hermès artistic landscape.

Open daily from 9:30 a.m. to 5:30 p.m., the Hermès Shilla Hotel boutique strategically positions itself within a luxury hospitality center. Hermès' retail strategy stands out with nearly 15 percent of its physical points of sale located at airports, emphasizing its commitment to prime luxury retail locations in the top 25 luxury cities globally.

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