MARINE SERRE Opens First Global Flagship in Seoul!
by Adriano Batista
Marine Serre has opened its first standalone boutique in the world, located in the Hannam-dong neighborhood of Seoul. Designed with the architecture firm Sybarite, the space is called Marine Serre Hannam House. It offers a radical new retail experience, built around the ideas of mysticism, materiality, and change.
The store is a ritualistic journey. The design is based on the symbolic cycle of the moon, which is also the brand’s emblem. Just as the moon goes through phases, the store guides visitors through four immersive stages: initiation, anticipation, transformation, and rebirth. At the same time, the space is meant to feel like a home, a place to linger.
The journey starts at the entrance, a monumental gateway shaped like a crescent moon. Made from mirror-polished steel, it acts as a threshold, separating the everyday world from the universe of Marine Serre. Upon entering, a distinct scent envelops guests, marking the start of their transformation.
Inside, a wishing fountain invites visitors to cast Marine Serre coins for luck. Its light creates rippling reflections on the walls and ceiling. Across two floors, the space blends raw materials with refined craft. Curved LED screens, velvet niches, and steel displays suggest a state of constant change. Mannequins are placed throughout to make the space feel inhabited.
The changing rooms are cocoons of red velvet. Sculptural staircases become theatrical installations. Outdoor terraces with plants and stone extend the experience into nature, reflecting the brand’s commitment to a harmonious relationship with the environment.
At the end of the path, a dedicated lounge offers a view of the Seoul landscape. It acts as a final threshold between inside and outside, intimacy and community.
Marine Serre Hannam House
9-11, Daesagwan-ro 11-gil, Yongsan-gu
Seoul, South Korea
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