Fwee New Store Opening, Yeonnam Seoul South Korea.

SDD25/13_05: Seoul is fast becoming the epicentre of next-gen retail, and the new fwee store in Yeonnam is a prime example of why. Designed by local studio xsxl, the two-storey space, an offshoot of cult skincare brand numbuzin, reimagines the retail experience for Gen Z and Millennial shoppers. A bold rounded blue structure crowns the building, with a matching staircase leading to a striking entrance that blends function with social media-savvy design. Inside, the ground floor is split into contrasting white and blue zones, balancing clean minimalism with glossy, immersive textures. Clever spatial design and a mirrored ceiling help overcome low ceilings, while every corner is geared towards product interaction and content creation.

Upstairs, the mood shifts to soft curves and colour-driven storytelling. The standout is the Pink Room, a monochrome space created for the brand’s Pocket Series launch, complete with pink shelving and display units that are as photogenic as they are playful. Each area of the store tells a distinct part of the fwee narrative, turning the space into a living, shareable extension of the brand. With this latest opening, fwee proves that immersive, design-led retail can still surprise, delight and, most importantly, drive real connection in the age of digital discovery.

Pictures and video courtesy of xsxl.

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