The Van Cleef & Arpels boutique in Seoul, designed by Jouin Manku, represents a high-end retail design project where architecture, landscape and brand identity converge within a single spatial system.
Van Cleef & Arpels, present in Korea since 1989, strengthens its connection with the country with the opening of a new boutique in Seoul’s Cheongdam-dong district. The Maison introduces a project that combines architecture, cultural heritage and hospitality in a building entirely designed by the Paris-based studio Jouin Manku.
A project between French identity and Korean heritage
The boutique presents the Van Cleef & Arpels universe through generous and articulated spaces, where the Maison’s heritage dialogues with references to Korean cultural traditions. Seoul joins the brand’s international addresses, alongside Place Vendôme in Paris, Fifth Avenue in New York, Ginza in Tokyo and Landmark Prince’s in Hong Kong.
Located on the south bank of the Hangang River, the Maison is distinguished by a wide perforated facade that reveals a monumental garden. The grid wraps the building in a diamond-shaped pattern, recalling one of the Maison’s distinctive signs and allowing the different volumes of the five-level boutique to be perceived.
The Maison Jardin and the role of landscape
The interior is conceived as a garden that appears to extend through the glass walls, giving the boutique its name: “La Maison Jardin”. The project alludes to the seven mountains surrounding Seoul and interprets nature as a central element of the retail experience.
Developed in collaboration with landscape architect Seo Ahn, the garden changes with the seasons and becomes an integral part of the boutique setting. Sober furniture lines guide the visitor journey, while a broad staircase leads to the first floor, furnished with counters and vertical showcases.
The walls and ceiling present examples of Korean Hanji craftsmanship, the art of handmade paper. A library allows visitors to discover the poetic universe of Van Cleef & Arpels through a collection of illustrated books, illuminated by a glass chandelier.
Cultural spaces and hospitality paths
Under the direction of Nicolas Bos, President and CEO of Van Cleef & Arpels, the Maison is deeply involved in cultural initiatives, from dance performances to the support of a jewellery arts school. These cultural connections are integrated throughout the project by Jouin Manku.
The entire second floor is dedicated to initiatives and conferences organized by L’ÉCOLE, School of Jewelry Arts, with the ambition of serving as a platform for Korean artists.
The upper two floors of the Seoul Maison include more exclusive environments: a private salon and a terrace surrounded by glass on all sides, offering panoramic views over the city.
“With the Seoul location, we celebrate ever-stronger ties with this country, known for a long craft tradition that echoes the values embraced by Van Cleef & Arpels. The boutique was designed to create a union between the tradition of French jewellery arts and Korean cultural heritage, and to cultivate this dialogue in the years to come.”
Nicolas Bos, President and CEO of Van Cleef & Arpels
“This project gave us the opportunity to imagine a completely new building, a structure that would make Van Cleef & Arpels a distinctive presence in the Seoul landscape. Across five levels, we designed a dreamlike natural setting, with areas suited to artistic activities such as exhibitions and conferences, along a path where lively spaces alternate with intimate islands of calm.”
Sanjit Manku & Patrick Jouin, Jouin Manku
Location Seoul
Design Jouin Manku Agency
Photos courtesy Van Cleef & Arpels Seoul Maison, Studio Jouin Manku © Yongjoon Choi