Draw on primative nature
A refreshing scene has unfolded in the bustling tourist and commercial district of Myeongdong, representing Seoul. Amidst densely packed square-shaped shops, there’s an earthy rock decoration capturing attention. It’s the space of the nature-oriented beauty brand Skin1004, which recently launched its flagship store.
The entrance, covered with rugged rocks revealing the interior through large glass doors and windows, guides visitors into the store, resembling a natural cave. Set amidst various businesses, it stands out on Myeongdong Street as the battleground for skincare brands. The intentional differentiation of the space based on the brand’s unique identity and philosophy is clearly reflected in the design.
Skin1004’s flagship store, conceptualized as an ‘untouched nature,’ deviates from the typical green-themed formalities, drawing inspiration from Madagascar island, surrounded by rocks and pebbles. The inspired space is adorned with brown and beige tones. The brass material supporting rock masses symbolizes Skin1004’s modern brand philosophy, transforming natural materials expressed as rocks in this space into cosmetic products.’The curved windows on the southern facade double as small shelters and landscaping spaces for pedestrians, creating a three-dimensional and practical space.
The store is structured into two floors, with the first floor serving as an exhibition space, and the second floor designed for product testing, social events in the lounge area, and sales. Beyond the entrance, you encounter a space filled with reeds and rough textures of rocks against the backdrop of an ochre desert. Climbing the staircase woven through the reed forest reveals a central void showcasing a sculpted rock rising from the lower floor. This element symbolizes both an organic connection between the first and second floors and a representation of the brand. The untouched, pre-processed world of nature, reminiscent of the beginning, welcomes customers to a complex architectural space visualizing the brand in an unfamiliar urban experience.
Project: SKIN1004 Flagship Store / Location: 29 Myeongdong 6-gil, Jung-gu, Seoul / Architect: LMTLS / Project team: Daeho Lee (Partner in charge), Jaeyual Lee, Beomki Lee / Landscape architect: Chiyoujae / General contractor: Chiyoujae / Client: SKIN1004 / Gross floor area: 350m² / Bldg. scale: two stories above ground / Exterior finishing: GRC panel, brass panel / Design: 2023.06~09 / Construction: 2023.9~12 / Completion: 2024 / Photograph: ©Swan Park (courtesy of the architect)
