The designer’s first standalone boutique fuses mysticism, architecture, and sustainability
Marine Serre has opened her first standalone boutique worldwide in Seoul’s Hannam-dong district, unveiling a space that transcends traditional retail design. Created in collaboration with architecture studio Sybarite, the new Marine Serre Hannam House merges mysticism, materiality, and metamorphosis to offer an immersive and symbolic experience.
Conceived as a “temple of regeneration,” the two-story boutique guides visitors through a journey inspired by the phases of the moon — the brand’s emblem and a metaphor for perpetual renewal. The experience unfolds in four stages — initiation, anticipation, transformation, and rebirth — forming a ritualistic narrative of discovery and reflection.
The entrance acts as a celestial threshold: a monumental crescent portal of mirror-polished steel that glows with lunar luminosity, ushering guests from the everyday world into Serre’s universe. Inside, visitors encounter a luminous wishing fountain, where Marine Serre coins can be cast into rippling water — an invitation to engage with the brand’s mythology of transformation.
Material contrasts define the interiors, blending raw elements with precise craftsmanship. Curved LED panels, mirrored steel fixtures, and velvet-lined alcoves create a play of reflection and texture, while mannequins positioned throughout the space evoke a sense of quiet habitation. Dressing rooms cocoon guests in red velvet, and sculptural staircases turn movement into ritual. Outdoor terraces extend the space into nature, reinforcing the brand’s ethos of balance between human craft and the environment.
At the top level, a serene lounge overlooks the Seoul skyline — a symbolic meeting point between interior and exterior, solitude and community.
The opening of Marine Serre Hannam House represents a defining moment for the brand, uniting architecture, sustainability, and spirituality in a physical expression of its identity. More than a store, it stands as a manifesto of transformation — a space where visitors are invited not just to shop, but to evolve.
