An air-shower cleanses visitors on entrance to a Seoul cosmetics store

The Filter Space, located in the Gangnam district of Seoul, is a three-story flagship concept store for Skincare brand Dr Jart+. 

Designed as an antidote to the unhealthy levels of pollution in the city, the store’s industrial interior is indicative of filtration and purity. 

The brand is inspired by the natural elements: water, air and light and the retail design by creative agency Betwin Space Design takes ‘clean living’ to thematic extremes. 

A concrete Brutalist exterior resembles a HVAC industrial filtration system. The façade is decorated with industrial chrome air ducts and fronted by a large frosted glass window, allowing light to flood the showroom.

The industrial, laboratory aesthetic continues inside; the floors are concrete, the walls are clad with stainless steel and metal display counters are reminiscent of hospital operating tables.

Modular seating is positioned throughout the store and a large metal air duct weaves across the showroom floor serving as a countertop for consultations.

The duct stops polluted air from the street from entering the store while chrome air conditioning units hang dramatically overhead, giving the impression of being inside a giant machine.

Customers are cleansed by an ‘air shower’ upon entry via a futuristic airlock system. A staircase clad with stainless steel leads up the first-floor showroom and mirrors the interior of an HVAC filtration system. An elaborate steel water bar serves purified water from glass tankers labeled ‘drink me’.

The Recipe Room is a dedicated gallery space hosting an exhibition of digital screens displaying branded images of food. Headphones are fitted to the wall offering information about skincare ‘recipes’, the brand and the store’s unique concept.

Medical apparatus and bell jars are filled with fruit and ferns to further translate the brand’s devotion to organic materials.

Personalised consultations are offered by Dr Jart’s skincare experts who after analysis will prescribe a ‘life recipe’ based not just on their individual skincare needs but on overall health and wellbeing.

Established in 2004, Dr Jart+ is a popular skincare brand across Asia positioned at the higher-end of the cosmetics market. The name Dr Jart+ is a portmanteau of ‘Doctor Joins Art’ which is reflected in the installation-come-store design. 

- Project: Dr. Jart+ Flagship Store
- Designed by: Betwin Space Design (
- Design Director: Jung-gon Kim, Hwan-woo Oh
- Design Team: Jun-ho Kim, Min-yi Kim, So-yeon Kim
- Client: HAVE&BE
- Location: Seoul, Korea
- Area : GF 109.06 sqm/ 1F 104.17 sqm/ 2F 68.59 sqm/ Rooftop 47.27 sqm
- Completion: July 2016
- Photographer credit: Yong-joon Choi





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