It is no secret that shops are in trouble.
The rise of e-commerce, spurred on by the pandemic, has left bricks-and-mortar shops floundering. Anything stores are doing, it seems, the internet can do just as well.
Sulwhassoo is one company that defies this trend. From its shimmering golden packaging to its elaborate range of perfected ingredients, this Korean skincare brand exudes luxury from every customer interaction. But the most important touchpoint? The in-shop experience.
In Sulwhassoo’s flagship store in Gangnam, customers are invited to step into a gallery-like world of products, ingredients, processes and meanings. Here, customers can receive spa treatments; smell the oils; try the creams; they can even valet park.
This is a store that has perfected environmental, experiential shopping. And crucially, it is thoroughly instagrammable.
