Hermès shop-in-shop by RDAI

While China was previously hailed as the biggest luxury market on the planet by 2030, current prospects are downright bleak, and many a high-end brand is scaling down retail operations in the country. In stark contrast, a number of shopping destinations in the Far East, such as Singapore, Bangkok, Seoul and even Manila and Jakarta, have raised their profiles, flaunting a slew of alluring new store openings in the upper segment. That said, it’s in the South Korean capital where retail developments have significantly accelerated in the past year, and to such an extent, that local store openings often gain global media attention. The house of Hermès is pitching in with a relocated and expanded shop-in-shop on the gilded premises of The Galleria, one of Seoul‘s leading luxury department stores.

Situated in Apgujeong, the city’s preferred shopping grounds for the well-heeled, the interior design of the new retail space has been created by the renowned Paris-based architecture and interior design practice RDAI. While the design references all of Hermès signature design codes, it also blends in elements of traditional Korean Dancheong colouring. Mind you, the store façade is adorned by a striped trompe l’oeil of anodised metal inspired by the latter tradition yet captured by a distinctly contemporary aesthetic. Upon entering the store, shoppers are welcomed by Hermès‘ emblematic ex-libris, set into the signature terrazzo Faubourg pattern. A large space unfolds, with the silk merchandise section at the very centre. To the right, men’s shoes and apaprel are set against a striped wall of contrasting shades and hand-tufted carpets of concentric circles.

Home and equestrian collections are encountered behind silk, linked by oversized pebble shapes in pastel terrazzo underfoot. At the back of the store, an immersive space is illuminated by the emblematic Grècques lights, with shimmering teal walls and ombre carpets. Here, more intimate nooks can be found, showcasing leather goods collections on one side and jewellery and watches opposite. To the right, similar pebble-shaped carpets underpin the women’s apparel and shoe collections, marked by pastel blue terrazzo and glossy silk partitions. A private salon is readily available for more discerning shoppers. Further elevating the shopping experience is a curated selection of artworks by various artists from the Émile Hermès Collection and the Hermès Collection of Contemporary Photographs, including French-Senegalese artist Mamadou Cissé and Polish artist Jan Bajtlik. © superfuture