South Korea consumes more luxury goods than any other country in the world. In fact, Incheon Airport, in Seoul, is the only airport in the world that has a full-sized Louis Vuitton store with a line full of people wrapped around it waiting to shop. So, with that in mind, it makes sense that the Hermès store in the heart of Dosan Park has a museum in its basement. As I made my way through the scarves, Birkins and bangles – I was lead down a glowing set of stairs that took me to an otherworldly, LED lit space.
In the Promenade Museum, located in the first floor basement, is an imaginary forest that was designed to create an aura utilizing the motive of verticality and nature. This place encourages you to venture forward to the future while reflecting the past of the brand. It was made by a scenographer, poet and a partner of Hermès, Hilton McConnico. The trunks of the trees exhibit various collections that reflect the creative spirit of Hermès including pieces from its founding year of 1837.