Diptyque’s new flagship store in Seoul is its largest yet, anywhere in the world, reflecting its confidence in the South Korean perfume market which is showing rapid growth.
Located in the upscale shopping street Garorugil, the Diptyque flagship’s design was inspired by the French brand’s original space on 34th Avenue Saint-Germain in Paris, resembling a cozy apartment with a dining room, kitchen, living room and bathroom.
The ground floor houses Diptyque’s full collection of perfumes and home fragrances, including limited editions and boutique-exclusive products. The 260sqm store offers customisation services such as engraving, perfume message ribbon, embossing, and candle message capsules.
A large marble staircase leads to the upper floor, which was designed with a layout of an up-market Paris apartment. While the cozy living room is decorated with a counter “reminiscent of a herbalist”, the kitchen is inspired by the one in the “magnificent private residence of Moise de Camondo” built in the 18th-century style, a space for olfactory experiments and workshop.
The living room is a space where customers can rest and see artwork and decoration items that pay a tribute to the craftsmanship of Korea. The bathroom features a black and white checkered tiled floor and a large retro-styled bathtub. The room is highlighted with traditional Korean pottery.
Diptyque said it has seen double-digit sales growth in South Korea annually since Shinsegae International secured the domestic sales rights in 2017. According to Euromonitor, South Korea’s perfume market reached US$491.6 million in 2019 and is expected to exceed $532 million next year.