Marine Serre Hannam House

Positioned in the heart of Seoul’s cultural quarter, Marine Serre Hannam House signals a new era for the brand. This is not a conventional boutique but a manifesto in architecture — a place where fashion, philosophy, and consciousness merge. Emblematic of the intersection between retail and ritual, the unravelling and enrapturing space epitomises the brand’s evolving world of transformation, where the cyclical moon and the human psyche intertwine. Conceived as The Temple of Regeneration, the project embodies a contemporary mysticism: a modern-day sanctuary dedicated to transformation, sustainability, and the human spirit.

When entering the environment, the visitor’s experience unfolds as a continuous passage through four distinct yet seamlessly interwoven phases — each an architectural reflection of the moon’s cycle. The journey begins with initiation, moves through anticipation, evolves into transformation, and culminates in a moment of rebirth. Design features include a monumental reflective entrance portal, a reclaimed stone wishing fountain for visitors to toss a Marine Serre token into, a mirror-polished singular changing room, with a red velvet cocoon interior, and relief plaster busts that materialise from the walls, suggesting that surfaces breathe with subtle tactility.

The moon — representing both Marine Serre’s iconic symbol and a metaphor for the unconscious — acts as a universal force, transcending cultures and connecting inner and outer worlds. From threshold to terrace, the spatial flow becomes a spiritual ascent: a movement from the tangible toward the transcendental.

For both Marine Serre and Sybarite, Hannam House represents a new model of experiential retail — one where storytelling, spirituality, and sustainability converge. The space is alive with symbolism: mannequins as silent guardians, light as ritual, architecture as transformation. Every material, volume, and gesture is choreographed to elevate the act of shopping into a spiritual exchange — a journey from the tangible to the transcendental.