Monclos Launches First Flagship Store in Seoul, Marking a New Aesthetic Journey”
Monclos , the Korean lifestyle brand characterized by its deeply sensual aesthetic rooted in everyday life, recently opened its first flagship store in Hannam-dong, Seoul, a district popular for its trendy atmosphere.
The store transcends the traditional beauty retailer; it is a living space where visitors can immerse themselves in the brand’s philosophy, its natural flow, and its sensory rhythms. Through a multi-dimensional experience of sight, touch, and smell, the store fully embodies Monclos’s interpretation of life.
Nestled in a quiet alley in Hannam-dong, the flagship store offers a respite from the bustle of the city. It seamlessly blends into its surroundings, seeming to have long been a part of the area. The brand’s unique character permeates every corner of the store: from the vines wrapping the building, the industrial-style frame structure, the tiles reminiscent of a cozy bathroom, to the miniature garden that changes with the seasons, and the illustrations of the farm family characters that form the brand’s personality.
Rooted in a small farm, Monclos interprets the rhythms of the changing seasons, freshly picked produce, rain-soaked plants, and the texture of the soil through the textures and sensual notes of its products, as well as the design and layout of its flagship store. Furthermore, the brand’s philosophy—focusing on the practical function and tactile experience of its products, rather than fragrance for its own sake, and emphasizing ritual rather than a focus on aroma—is also reflected throughout the design of the space.
The store is divided into three main areas: a hair and body care product sampling area, a home fragrance area, and a gift area. Each area is designed to resemble a real living space, with the brand’s signature products displayed in a natural manner, more like real home elements than formal exhibits. The layout emphasizes sensory interaction, encouraging visitors to explore the space naturally at their own pace and rhythm.
The home fragrance area, overlooking a seasonal miniature garden at the rear, is particularly popular, creating a dynamic backdrop as the plants grow and transform throughout the year. Each area is decorated with objects and notes from characters from the Monclos farm family, inviting visitors to connect emotionally and delve deeper into the brand’s worldview.
At the flagship store, visitors can customize their own hand cream with a keychain of their choice. This handmade cream becomes more than just a souvenir; it becomes part of a “day-long ritual,” seamlessly integrated into the visitor’s daily routine.
The MONCLOS Hannam store is far from a static space, but rather a dynamic environment that grows and matures with its visitors. Here, products are not just for sale, but also provide ways to revitalize daily life and awaken the senses.
