Marine Serre Opens Its First Global Flagship in Seoul
Marine Serre is proud to announce the opening of its first standalone boutique (Store / Flagship) worldwide, located in the heart of Hannam-dong, Seoul. Conceived and designed in collaboration with Sybarite, Marine Serre Hannam House offers a radical new retail experience — one that fuses mysticism, materiality, and metamorphosis.
A Temple of Regeneration, Far more than a boutique, the new Seoul flagship unfolds as a ritualistic journey, conceived around the symbolic cycle of the moon. Just as the crescent moon — Marine Serre’s emblem — embodies phases of renewal, the store guides visitors through four immersive stages that mirror initiation, anticipation, transformation, and rebirth. At the same time, it feels like entering a Maison — a place to inhabit, to linger, to feel at home. Each detail — from textures to lighting — has been designed to heighten the senses and invite introspection.
The journey begins at the portal entrance — a monumental gateway conceived as a threshold between the everyday and the universe of Marine Serre. More than a passage, it acts as a symbolic rite of initiation, preparing visitors for the immersive experience inside. Crafted with mirror-polished stainless steel in the shape of a crescent moon — the signature form of the House, the portal radiates both strength and mysticism, setting the tone for what lies beyond. Passing through, guests are enveloped by an intense scent, marking the start of their transformation. Inside, a ritual wishing fountain installation invites visitors to cast Marine Serre coins into a luminous basin for luck. Illuminated from below, the rippling reflections create a dreamlike choreography of light across walls and ceiling, setting an ethereal tone for the space.
Immersive Design & Rituals, Across two floors, the flagship blends raw materiality and refined craft. Curved LED panels, velvet niches, and mirror-polished steel displays punctuate the architecture, evoking metamorphosis and transformation. The boutique feels inhabited: mannequins placed throughout suggest presences that live within the space, reinforcing the sense of entering not only a temple, but also a Maison.
Changing rooms wrap guests in a cocoon of red velvet, while sculptural staircases transform circulation spaces into theatrical installations. Outdoor terraces with stone paving, plants, and flowers extend the journey beyond the interior, expressing the House’s dialogue with the natural world. The boutique embodies Marine Serre’s deep commitment to sustainability and to a harmonious relationship with the environment. Here, nature is not an external presence but an intrinsic part of the Maison’s ecosystem — a living reminder that renewal, balance, and life itself lie at the core of its philosophy. At the end of the path, a dedicated lounge invites contemplation overlooking the Seoul landscape — a symbolic threshold between indoors and outdoors, intimacy and community.
A Milestone for the House. This opening marks a defining milestone: the first Marine Serre boutique (store/flagship) globally, envisioned as an architectural manifesto of the brand’s DNA by both Sybarite and the designer herself. The Seoul flagship is both a retail destination — an alchemical space where guests become active participants in the Marine Serre universe.
Address Marine Serre Hannam House 9-11, Daesagwan-ro 11-gil, Yongsan-gu Seoul, South Korea.
All images Marine Serre Flagship / Boutique / Store in Seoul by the brand. PR Agency KCD World Wide Paris.