[DIPTYQUE] Opens world's largest flagship store on Garosu-gil, Seoul
- Korea's first flagship store opens on Garosu-gil, Sinsa-dong on the 23rd
- World’s largest store with a size of 260 ㎡
- Target the fast-growing perfume market in Korea, with a goal to secure MZ customers
- Reproduce the stylish Paris apartment, selling perfumes, body and living products
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French niche perfume brand DIPTYQUE opens the world’s largest flagship store in Seoul.
Imported and distributed by Shinsegae International, DIPTYQUE announced that it would open its first flagship store in Korea on Garosu-gil, Sinsa-dong on the 23rd of this month. With a size of 260 ㎡, it is the largest single store in major cities around the world, including the head store in Paris, London, Rome, New York, and Tokyo.
DIPTYQUE opened its largest store in Seoul because Korea's perfume market has recently grown rapidly. According to Euromonitor, a global market research reporting provider, the size of the Korean perfume market, which was about 500 billion won in 2015, increased by nearly 20% to 600 billion won after 4 years in 2019, and it is expected to exceed 650 billion won next year. Among them, high-priced premium niche perfume occupies more than 90% of the total.
DIPTYQUE has also accomplished increase in sale by double-digit every year since Shinsegae International secured the exclusive right in Korea in 2017.
In particular, as 63% of customers are in their 20s to 30s, it plans to focus on expanding sales and securing new MZ customers as opening the store on Garosu-gil where is crowded with young people. In fact, DIPTYQUE has recently become so popular that customers are almost waiting outside of the store because products are sold out as soon as they are stocked.
Located in the center of the main street of Garosu-gil, the store reproduces various elements reminiscent of the boutique on 34 Boulevard Saint Germain, Paris, the head store of DIPTYQUE. Living up to the reputation as the world's largest store, it presents all products of the brand and home decoration items that are first introduced in Korea in one space, showing the whole charm of DIPTYQUE.
First, the magnificent yet sophisticated façade (building exterior) adopted the style of Paris Ottoman architecture, and the huge four-meter-high main gate, which is specially designed to match the size of the building, also was designed with traditional style details. The side of building was decorated with intense black wooden panels and large scented candle objects to complete a natural hue that contrasts with a cream-colored exterior, and a locally produced mosaic pattern carpet was engraved on the threshold.
The entrance of boutique reminds of a cozy private house in Paris. First floor features herringbone-patterned flooring and traditional wooden walls which can be found in traditional Paris apartments, and unique and rare artworks, objects, and illustrations done by local artists and artisans are decorated everywhere, creating more special mood. The entire line of DIPTYQUE perfumes and scented candles are available, and there is also a space for customized gift packaging service available only at the Garosu-gil boutique.
The second floor is divided into spaces including restaurant, kitchen, laundry room, living room, and bathroom.
Restaurant is decorated with a Louis XIV-style fireplace airlifted from Paris and a large plaster chandelier by a famous designer, where you can find ‘Home collection’ interior products which are first introduced in Korea and the brand's special handicraft collection, ‘Collection 34.’
The pictorial-like wonderful kitchen is designed as a space for DIPTYQUE's own olfactory test and new product workshop in the future. Living room features an art deco-inspired geometric-patterned mother-of-pearl folding screen. This folding screen was made with Korean traditional ‘lacquerware’ technique to complete the natural harmony between French home and traditional Korean art. Lastly, bathroom is a combination of a large retro-style bathtub, a traditional French eaves pattern, and Korean traditional ceramics. You can find the entire ‘L’art du soin collection,’ body product of DIPTYQUE.
An official from Shinsegae International DIPTYQUE, "This boutique will be a place to experience artistic value of DIPTYQUE in all aspects including interior design and product composition, not just a store to buy products” and added, “It is an iconic boutique to make DIPTYQUE, known as a niche perfume brand, a lifestyle brand encompassing all areas of our lives.