New York and Seoul based architectural design studio LMTLS has added an organic and moulded façade to the new skincare boutique in Seoul, South Korea.

Named SKIN1004 Flagship Store, the 350-square-metre boutique is located in the vibrant heart of Myeong-dong, Seoul. 

Thanks to its meticulously-crafted façade, the store emerges as a distinctive presence in a saturated landscape of skincare boutiques. 

The essence of this differentiation lies in meticulous creative space design, serving as the cornerstone for shaping the brand’s unique identity and resonance with the public.

The exterior of the building resembles a folded piece of paper, creating a three-dimensional image. Thus, a feeling of depth emerges between the glass and the outer coating.

“Untouched nature”

As the pioneer of the first offline flagship store in Myeongdong, according to the studio, the store evokes the profound concept of “untouched nature,” liberating itself from the cliche of nature in green hues. 

Inspired by the untouched nature of Madagascar, the design features a newly crafted landscape in rich shades of brown and beige, surrounded by rocks, pebbles and sand.

“The design aims to offer a distinct experience by blending various landscapes within the urban environment,” said LMTLS. 

“This intentional contrast with the bustling city outside creates a captivating space, sparking curiosity and providing an intriguing escape for visitors.”

The façade of the store boldly resembles an intense rock texture, according to the studio, “this is a departure from the conventional glass storefronts of Myeong-dong.” 

The strategic integration of brass metal in the entrance and windows epitomizes the store’s modern brand philosophy, transforming raw elements of untouched nature, symbolized by rocks, into cosmetic products through advanced technology. 

The curved windows, brass benches, and carefully curated landscaping contribute to the creation of a three-dimensional space, transcending a simple two-dimensional pattern.

The exhibition space is situated in the first floor, embracing the brand’s philosophy and identity. The second floor accommodates a lounge and sales area for product testing and social events. 

A large void is intricately connecting these spaces, housing a sculpture that seamlessly blends the concept of untouched nature with a modern aesthetic.

“Upon entering the premises through the external rock façade, the first-floor interior simulates an organic walking trail, reinterpreting the concept of untouched nature in the warm brown tones reminiscent of desert and rocky landscapes,” the office explained. 

“Visitors meander through reed landscapes, encounter swaying water waves, witness natural scenes on media walls, and feel the rough texture of rocks, offering an immersive experience of navigating through the theme of “untouched nature.”

Upon climbing the reed forest-inspired staircase, visitors encounter a space on the second floor where they can directly experience and purchase cosmetic products. The impactful rock sculpture from the first floor remains visually striking through the void space. 

Ceiling-mounted illuminative lighting on the second floor, cascading onto the rock sculpture, maintains the subtle natural light ambiance on both floors, enhancing the overall atmosphere.

Plan Level 1

Plan Level 2

Section 

Project facts

Project name: SKIN1004 Flagship Store 

Architects: LMTLS

Location: Myeongdong, Seoul, South Korea

Area: 350m2

Year: 2024

Design Architect: Daeho Lee (Partner in charge), Jaeyual Lee, Beomki Lee

General Contractor/ Landscape: Chiyoujae

All images © Swan Park.

All drawings © LMTLS. 

> via LMTLS

boutique
retail
Seoul
skincare