Natural beauty label SHIRO is opening its third store in Korea on March 17 — you'll find it on the B1 level of Lotte Department Store’s Myeong-dong flagship in Jung-gu, Seoul. Right in the heart of the city's busiest shopping and tourist district, the new space blends retail with culture: its design draws inspiration from bojagi, the traditional Korean wrapping cloth, and the shop will debut five Myeong-dong–exclusive Layering Fragrance blends as part of a fresh, sensory brand experience.
The store’s fixtures echo bojagi’s spirit. Traditionally used to wrap and protect items, bojagi links to jogakbo, the patchwork technique that stitches leftover scraps into a single cloth — a reminder of resourcefulness and circularity. There’s also a poetic twist: the hanja for bojagi, 袱 (bok), shares its pronunciation with 福 (bok), meaning good fortune, so the cloth symbolically “wraps luck.” SHIRO wove these meanings throughout the store design.
SHIRO leaned into sustainability in the fit-out, too. The brand upcycled visual fabrics it had previously produced, reworking them into graphic-patterned fixtures. Past store fabrics were reconstructed and joined like jogakbo to create decorative visuals, and elements such as the register counter and logo sign from last December’s pop-up at The Hyundai Seoul were reused to keep new material use to a minimum.
To mark the Myeong-dong opening, SHIRO is introducing five exclusive Layering Fragrances. Each blend was crafted by layering six of the brand’s signature notes — think suzuran (lily of the valley), savon, and white lily — in the vein of SHIRO Seongsu’s Herb Blender Lab. The result is new, unexpected combinations that invite customers to play with scent rather than just pick one.
The limited-edition collection is paired with visual artwork that captures Seoul’s mood — its landscapes and hues are combined with the flowers that represent each scent to create five distinct pieces. Those artworks will appear across store displays and on dedicated scent strips. In-store, a short questionnaire helps match customers to a fragrance, and shoppers can personalize their bottle by sticking a color-coded sticker that represents their chosen scent onto the container, creating a truly original keepsake.
“The Myeong-dong store repurposes the visual fabrics we’ve accumulated and presents them in fresh new forms,” a SHIRO representative said. “We hope our signature scents help customers discover a fragrance that feels like theirs — and, in doing so, discover a new side of themselves.”
