Loewe opens its very first perfume-only store in Seoul
Loewe Perfumes has unveiled its inaugural standalone boutique in Seoul, marking the brand’s first dedicated location in South Korea. Situated in the vibrant Seongsu-dong district, the new space represents an important milestone for the LVMH-owned house.
Arranged across two levels, the boutique presents the complete Loewe fragrance universe. Visitors can explore signature scent collections such as Crafted Collection, Botanical Rainbow and Un Paseo por Madrid, in addition to the Home Scents range and the brand’s Bath line.
The store’s design concept merges the feel of a botanical archive with distinct Spanish influences, thoughtfully interwoven with elements inspired by Korean craftsmanship and architecture. Throughout both floors, curated works from Loewe’s global art, craft and design collection are on display. Highlights include a suspended knitted installation by Kwan Go Lee, a classic moon jar created by Mun Myung, and a delicate watercolor piece by William McKeown each adding quiet, reflective moments within the tranquil setting.
Visually striking from the outside, the façade and interior surfaces are finished in ceramic tiles in rich tones of teal, emerald, lime and turquoise. At the heart of the store, a garden area references the layout of a traditional Korean home, while the presence of a pine tree paired with ceramic vessels nods to Spanish heritage.
Inside, raw concrete surfaces create a modern contrast against green marble counters and a sweeping curved staircase that connects the two floors. A dedicated experiential space invites guests to immerse themselves in the rituals of Loewe Perfumes’ Bath collection, offering a multisensory introduction to the brand’s expanded lifestyle offering.
