Loewe Perfumes Expands in Korea With World’s First Standalone Fragrance Flagship

Loewe Perfumes has opened its first standalone flagship store in Seoul’s Seongsu district, marking both its debut location in South Korea and the world’s first dedicated Loewe Perfumes space. The two floor store signals a step change in how the brand positions fragrance, treating it as a full lifestyle proposition with architecture, product, and café culture all under one roof.

First Standalone Perfume Flagship

The new Loewe Perfumes store is located in Seongsu dong, a design led neighborhood in eastern Seoul that has become a hub for galleries, concept stores, and fashion pop ups. It is both the brand’s first standalone perfume store globally and its first dedicated fragrance store in the Korean market, complementing Casa Loewe in Gangnam rather than sitting inside it.

Imported and operated by Shinsegae International, the flagship reflects LVMH’s wider focus on South Korea as a strategic luxury market, where beauty and fragrance are increasingly important entry points into brand universes.

Design and Experience

The two-storey, 344 square metre space in Seongsu is built around a small central garden and finished with teal and green ceramic tile, exposed concrete, and green marble details. The upper floor adds a café and rooftop terrace, keeping the focus on Loewe Perfumes’ full range while offering a calm, design led environment rather than a traditional beauty counter setup. The store consolidates Loewe’s entire fragrance portfolio together in one dedicated space, rather than spreading them across multi brand beauty retailers, so customers can see the full offer in one place.

Strategic Context in Korea

The Seoul opening lands as LVMH and other luxury groups lean more heavily into South Korea as a growth market and a hedge against volatility elsewhere in Asia. Dedicated fragrance flagships, such as this Loewe Perfumes store, allow brands to elevate perfume from add on category to high margin, experience led business with its own destination retail.

For Loewe, placing the first perfume flagship in Seongsu, rather than a traditional luxury street, aligns the brand with younger, design engaged consumers who are used to discovering fashion and beauty in hybrid cultural spaces. It also strengthens the label’s presence in Seoul following the earlier opening of Casa Loewe in Gangnam, giving the brand two distinct but connected physical anchors in the city.