Loewe Perfumes has opened its first standalone store in Seoul, a two floor flagship in Seongsu dong that brings the house’s full fragrance and home scent universe into one design led, gallery like space.
New chapter in Seoul
The Seongsu Dong address is the first dedicated Loewe Perfumes store in South Korea and the brand’s first location in Seoul, signaling a deeper push into a market where prestige fragrance, lifestyle, and home scents continue to grow. Set in a neighborhood known for design and culture, the store gives the perfume line its own stage separate from ready to wear and leather goods.
Across two floors, the boutique houses the Crafted Collection, Botanical Rainbow, and Un Paseo por Madrid fragrance families, alongside Home Scents and Bath lines. That full assortment positions the space as both a discovery point for new customers and a destination for existing collectors looking for the complete range in one place.
Design, art, and layout
The store’s concept blends the atmosphere of a botanist’s archive with a distinctly Spanish sensibility, layered with local Korean design references. Art and craft pieces from Loewe’s international collection appear throughout, including a knitted pendant by Kwan go Lee, a traditional moonjar vase by Mun Myung, and a watercolor by William McKeown, creating quiet, contemplative moments within the retail environment.
The façade and interior are wrapped in ceramic tiles in teal blue, emerald, lime green, and turquoise, giving the store a vivid, textured skin. Inside, concrete surfaces meet green marble counters and a sweeping curved staircase, while a dedicated Bath ritual area lets visitors experience textures, scents, and routines in a more immersive way.
Spanish roots, Korean references
A central garden draws inspiration from traditional Korean homes, using layout and planting to suggest calm and continuity as shoppers move between zones. A pine tree placed with ceramic pots nods to Loewe’s Spanish heritage, creating a visual dialogue between the brand’s origins and its Seoul setting.
The overall approach reflects a broader luxury trend: treating fragrance and home scent spaces as cultural environments that connect art, craft, and local context, rather than straightforward product shelves. For Loewe Perfumes, this is an opportunity to deepen its identity as a sensorial, design forward house, especially in an Asian market that has embraced curated, experience led flagships.
Why it matters for beauty and lifestyle
For beauty, lifestyle, and fragrance watchers, the Seongsu dong opening marks Loewe Perfumes move into more standalone retail as demand for niche feeling, design led scent experiences continues to grow. It also reflects a wider industry pattern in which luxury groups invest in city specific flagships that fuse local craft references with brand heritage to create destinations rather than simple points of sale.
For shoppers, whether fragrance collectors, design fans, or travelers, the new store offers a single address to explore the full Loewe Perfumes world and see how scent, space, and art are being woven together as part of the brand’s storytelling.
