Amorepacific Opens Sulwhasoo and O'Sulloc Stores in Bukchon

(Photo by Amorepacific)

[Asia Economy Reporter Lim Hye-seon] Amorepacific announced on the 19th that it will open the Sulwhasoo flagship store and Osulloc Tea House in Bukchon, Jongno-gu, Seoul. The two stores are composed of a space of about 300 pyeong, including a 1930s hanok, a 1960s Western-style house, and a garden. Bukchon, located in the heart of Seoul, is an area where the past and present harmonize beautifully, and here they present a space that embodies the history and tradition of Sulwhasoo and Osulloc.

The space design involved Choi Wook, head of the architectural firm One One Architects, who finished the walls with full glass to reveal the beauty of the existing space. Preserving the original pillars, rafters, and roof shape, the space adds modern beauty, allowing visitors to feel both the elegance of hanok and the sophistication of contemporary architecture simultaneously.

In the hanok space and parts of the Western-style house, visitors can experience the 'Sulwhasoo Bukchon Flagship Store,' which offers a special beauty experience. The Sulwhasoo Bukchon Flagship Store embodies the identity of a ‘home’ that warmly welcomes guests, delicately reflecting Sulwhasoo’s tastes and values throughout. The journey begins with a pleasant ritual of ginseng dalgona in the hanok’s 'reception room.' After washing hands at the washbasin, visitors feel the fresh texture and subtle scent of Yunjo Essence before heading to the ‘Workshop.’

In the ‘Workshop,’ which recreates a potter’s studio, visitors can find the ‘Yunjo Essence Baekja Edition,’ a collaboration between Sulwhasoo’s representative product Yunjo Essence and Baekja, a symbol of Joseon aesthetics. Passing through the ‘Display Room,’ which expresses traditional beauty through accessories, visitors arrive at the ‘Dressing Room,’ a space for adornment where various makeup products reflecting sublime craftsmanship can be found.

There is also the ‘Sulwhasoo Salon.’ It is a place to freely enjoy writings, music, and accessories reflecting the Sulwhasoo brand’s tastes, providing a refined experience through periodic curation to soothe the mind and body. In front of the Sulwhasoo Salon, the ‘Sulwhasoo Garden’ showcases a graceful harmony of a juniper tree over 60 years old, a stone pagoda, and a stone lantern.

There are products and services exclusive to Bukchon. The ‘Yunjo Essence Baekja Edition,’ which contains Sulwhasoo’s representative product Yunjo Essence in precious Baekja porcelain, is available only at Sulwhasoo Bukchon.

(Photo by Amorepacific)

The Osulloc Tea House Bukchon branch reflects the sensibilities and tastes of people who want to enjoy tea in their daily lives. It is composed of various experiential consumption spaces where visitors can engage with tea culture through all five senses, not just taste. The space, a modern reinterpretation of a 1960s Western-style house, preserves the old while embodying Osulloc’s tastes and personality, reborn as an emotional space. The traces of time left in the old house throughout the store will provide another layer of enjoyment for visitors to the Tea House Bukchon branch.

The first space visitors encounter upon entering is the ‘Tea Fragrance Room,’ where they can smell the fresh aroma of freshly brewed tea. The signature tea blended directly by the tea master is available only at the Bukchon branch. Located on the second floor, the ‘Tea Maru’ is a tea lounge that captures Osulloc’s refined sensibility. The tea, carefully brewed with Jeju volcanic bedrock water that brings out the natural color and flavor of the tea, is served in Osulloc’s exclusive tea utensils, adding elegance. Here, visitors can also experience Bukchon’s signature tea foods made with Korean ingredients.

On the third floor are the ‘Gahoe Tea Room’ and ‘Bar Seollok.’ Gahoe Tea Room, named after an old Bukchon place name, means ‘joyful and pleasant gathering.’ This quiet space offers private tea brewing classes and a profound tea experience. At Bar Seollok, where visitors can enjoy a new world of tea with views of Bukchon, they can try non-alcoholic tea cocktails crafted by top domestic bartenders.

This content was produced with the assistance of AI translation services.