Designed by: @atelier_khj

Captured by: @atelier_khj

The 025S Harajuku store marks the Korean fragrance brand’s first official showroom in Japan and its first permanent location outside Korea. Designed around the concept of memory, the project translates the brand’s focus on time and storytelling into a spatial experience.

Arranged across two floors, the showroom is conceived as a repository for treasured objects that evoke personal memories. At its centre is a sculptural storage structure that functions both as a display for the fragrances and as the store’s main fragrance counter, becoming the defining element of the interior.

Visitors engage directly with this central installation by selecting and sampling scents that resonate with them. The process of discovering each fragrance is closely linked to the act of recalling memories, reinforcing the concept that shapes the project.

Rather than presenting fragrance as a conventional retail experience, the showroom encourages a more immersive encounter that extends beyond scent alone. Through its spatial organisation and central installation, the project offers a sensory environment that reflects the brand’s identity and its approach to memory, time and storytelling.