Acqua Di Parma, a fragrance company under LVMH, has opened its Yellow Cafe in Seoul, mixing Italian charm with the energy of the South Korean city.
The brand said the space is more than just a cafe, featuring a wide range of its products as well as its unique aesthetic and heritage.
Designed by Dorothée Meilichzon, the store is located at Lotte Avenuel Jamsil B1F and expresses the Italian character while incorporating Milanese elements and the maison’s legacy.
“Designing the Acqua di Parma space in Korea was an exploration of cultural synthesis and vibrant aesthetics,” said Meilichzon.
“My vision was to build bridges that connect the architectural heritage of Italy, particularly Milanese design, with the dynamic spirit of Korea, especially Seoul. I drew inspiration from the Memphis movement, while paying homage to giant monuments, white stone, arches, vaults, and porticos that speak of timeless beauty.
They are all coming together to create a space that is as much a cultural dialogue as it is a design statement.”
The store’s flowing architecture, with its rounded arches, reflects traditional Italian style. It also includes the brand’s Art Deco designs, such as the Colonia bottle, which are represented in columns and tables.
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