AMORE Sulwhasoo Flagship Store - Structure

The lantern concept was then broken into three smaller concepts: Journey, Identity and Memory, which shape the facade and interior of the store- after the clients walk and discover it, the intricate woven design of the store remains in their memory for a while. The wooden weave not only acts as a guide inside the store, it's also a source of light as it contains lighting fixtures; together they create an atmosphere akin to the interior of a lantern.

The store also aims to connect their customers with traditional Asian culture, which is a big part of the brand's conceptual identity.