SHIRO to Open its Second Store in Korea at LOTTE WORLD MALL by December 2025

SHIRO's Commitment to Sustainable Store Design in Korea

On December 9, 2025, SHIRO will launch its second store in Korea, named "SHIRO LOTTE WORLD MALL." Located on the first floor of LOTTE WORLD MALL in the Songpa district of Seoul, this store follows the flagship store in Seongsu, which opened in April of this year. Renowned for its fashion and gourmet offerings, this area is a hub for contemporary trends and lifestyles, providing a unique opportunity for SHIRO to showcase its products and engage with customers, ultimately bringing smiles to many.

SHIRO's ethos revolves around minimizing the use of virgin materials and creatively utilizing reclaimed and leftover materials. A critical part of their store development process involves conducting fieldwork to understand the local history and cultural backgrounds. For this project, fieldwork was conducted starting from Yeouido, a central district in Korea known for its political and financial significance. The insights gained from this research will help SHIRO transform reclaimed materials into valuable pieces of decor for the LOTTE WORLD MALL store.

The materials used in the store's design come from a steel mill located in Munrae-dong and include old wooden materials derived from the disassembly of traditional Korean hanok homes. These elements will be repurposed into fixtures and furnishings that will enhance the store's ambiance. Additionally, the design will ensure that walls and display shelves can be disassembled and reassembled, contributing to a vision of a waste-free future.

Innovative Use of Space

Taking the minimalist approach to heart, SHIRO's new store will have an area of just 13.11 square meters. The challenge to maximize this compact space informed every aspect of the store's design. Instead of constructing new walls, which would reduce the space further and require additional materials, the design intentionally showcases the building's structural elements. Fire-treated steel beams will remain visible, integrated as part of the wall design, while the existing concrete surfaces will be exposed to maintain the store’s authenticity. Only minimal alterations were made to the ceiling and floor, allowing the original materials to be prominent, thereby maximizing usable space without generating excess waste.

The walls will feature bold graphics inspired by the Lotte Group's symbol "L," drawn directly onto gray gypsum boards. There’s a thoughtful design consideration for potential future relocations, making the gypsum boards demountable. Likewise, all display fixtures will be designed to be freestanding, simplifying the process of moving to future locations.

For display fixtures, SHIRO will use previously unused cylindrical steel pipes and scrap metal sourced from the local steel mill. The cash register counter will highlight unique steel pipe arrangements, creating a distinct aesthetic, while display units will also incorporate these sustainable materials, using stainless-steel tops that can be disassembled for future use.

Honoring Tradition Through Modern Design

The warmth of the store’s minimalistic design will be enhanced through the inclusion of antique wooden display units made from reclaimed hanok materials. This choice not only adds a nostalgic element but also resonates with the local cultural heritage. By respecting the historical industrial processes and cultural narratives of the area, SHIRO aims to produce a uniquely local identity in every aspect of its store design.

SHIRO's commitment extends beyond aesthetics; it's about creating a store that embodies sustainability. Visiting customers will experience the care taken in every element of the store's design, sparking conversations about zero waste and responsible consumption.

To coincide with the opening on December 9, 2025, shoppers will also enjoy offerings at the nearby LOTTE DEPARTMENT STORE MALL.

An Innovative Design Journey

Leading the store's design is Hiroyuki Ogura of DRAWERS, who prioritizes beauty and functionality while embracing the responsibility to create with the future in mind. Aside from "SHIRO LOTTE WORLD MALL," Ogura has designed other SHIRO locations, including stores in Seongsu and Sapporo, the MAISON SHIRO accommodation facility set to open in Nagano in 2024, and the SHIRO Tokyo office.

With a firm belief in making the world more sustainable, SHIRO tirelessly works toward respecting local materials and cultures, thereby enhancing their stores' design and function while addressing the challenges of contemporary waste management. This commitment signifies SHIRO's integral philosophy of creativity, sustainability, and cultural respect.

SHIRO's Vision and Values

Founded on the principle of creating products people want to use daily, SHIRO is dedicated to ethical manufacturing. Emphasizing a commitment to sustainability, they have expanded beyond skincare, makeup, and fragrances into various concepts, including the food and beverage sector with SHIRO CAFE and SHIRO LIFE.

As the brand evolves, it continues to aim for zero waste and sustainable practices, embodying these values in the new store's mission.

SHIRO LOTTE WORLD MALL
Address: 300 Olympic Road, Songpa-gu, Seoul, 1F
Opening Hours: 10:30 AM - 10:00 PM
Product Range: Skincare, Makeup, and Fragrances
For more about the floor map and operating days, check the LOTTE WORLD MALL website: https://www.lwt.co.kr/jp/