French brand Marine Serre has opened its world’s first boutique in Hannam-dong, Seoul. The flagship store was developed together with the architecture and design firm Sybarite and designed around the lunar cycle.
“Just as the crescent moon – Marine Serre’s emblem – embodies the phases of renewal, the store takes visitors through four immersive phases that reflect initiation, anticipation, transformation and rebirth,” the brand explains in a statement.
On two floors, the store combines materials and craftsmanship: curved LED panels and highly polished steel displays meet velvet niches. Mannequins are placed throughout the store to suggest presence; the space should feel lived in.
The dressing rooms are decorated in red velvet, like you might find in a theater. Sculptural staircases are also intended to transform heavily used areas into theatrical installations.
Outdoor terraces with stone paving, plants and flowers extend the store beyond the interior and express the house’s dialogue with nature, according to the brand.
“The boutique embodies Marine Serre’s deep commitment to sustainability and a harmonious relationship with the environment. Here, nature is not an external presence, but an integral part of the house’s ecosystem – a living reminder that renewal, balance and life itself are at the heart of her philosophy,” explains Marine Serre.
At the end of the path, a lounge with a view of Seoul invites you to linger.
Boutiques like Marine Serre’s Hannam House in Seoul make it clear that an immersive experience in which customers can experience the brand DNA is increasingly part of a brand’s appearance, which goes beyond pure sales: customers should be retained and encouraged to come back.
Just in June of this year, the brand announced that it had expanded its lifestyle page to include an upcycling capsule through collaboration with the French faience manufacturer Faïencerie de Gien.