Layered Wood Design Defines SKIN1004’s SoHo Flagship
The Korean skincare brand’s NYC store translates its natural ingredient philosophy into architectural language.
1Brand Identity Through Natural Materials
SKIN1004’s first U.S. flagship store in SoHo embodies the brand’s skincare philosophy through organic forms and natural materials. The centerpiece is a sinuous wall composed of 2-inch-thick ultralight MDF layers banded in stained maple veneer. Designed to resemble eroded sandstone strata, this millwork by Gilbert and Adirondack Studios symbolizes geological time. The 9,900 sq ft space on Broadway features ochre- and umber-toned wood across nearly all surfaces, creating a warm, immersive environment.
2Double-Height Event Space
LMTLS Architecture reconfigured the existing two-story structure by removing the second floor to create a dramatic double-height lounge at the entrance. This versatile area accommodates both daily shoppers and brand events. The ceiling descends toward the point-of-sale area before rising again into a rear chamber, guiding visitors through a carefully choreographed spatial experience. The material palette emphasizes natural textures, with stained maple veneer covering most architectural surfaces.
3Multifunctional Nature Wall
Dubbed the ‘Nature Wall’, the milled wooden form integrates seating, product displays, and the sales counter into one continuous topography. This innovative approach replaces traditional retail elements with fluid, interconnected features. The wall’s stepped edges recall geological formations while providing tactile engagement opportunities. Visitors follow a path that alternately compresses and expands along this organic centerpiece, creating dynamic sightlines throughout the store.
4Mirror Wall Expands Perception
A 9-foot-high reflective plane runs parallel to the Nature Wall, visually doubling the store’s depth beyond its physical footprint. This strategic design solution addresses SoHo’s characteristic narrow retail volumes by creating illusionary space. The uninterrupted mirror surface reflects the millwork at full length, amplifying the wooden topography’s impact. This minimalist intervention aligns with the brand’s ‘less is more’ philosophy while maximizing spatial perception.
5Integrated Lighting Solutions
Cooledge’s illuminated surfaces embedded in ceilings and casework emit warm, diffuse light that complements the wood-dominated materiality. A brushed metal-clad column extends the brand mark upward into an amorphous glowing form overhead. The lighting scheme was specifically designed to enhance product color accuracy and texture visibility. At the rear, an LED wall plays brand films on loop, while a 12-foot-tall single-plane mirror frames a photo booth area.
6Gallery-Style Product Presentation
The rear chamber shifts from conventional retail displays to a gallery-like presentation. Products are showcased as curated objects within an experiential space featuring the monumental mirror and photo booth. This approach encourages visitor interaction with the brand narrative. The design consciously houses SKIN1004’s products—formulated with ingredients from pristine landscapes—within an equally considered architectural environment.
7Strategic US Market Expansion
The Broadway flagship marks a significant milestone in SKIN1004’s global expansion strategy. The Korean skincare brand aims to strengthen its US market presence through this nearly 10,000 sq ft statement store, open daily from 11am-8pm. The architecture serves as a cultural bridge, interpreting Asian beauty philosophies for Western consumers through spatial storytelling. The store’s design reflects careful consideration of cross-cultural retail expectations.
8Architecture as Brand Narrative
LMTLS Architecture successfully translates SKIN1004’s natural ingredient ethos into three-dimensional form. Geological references materialize the brand’s promise of ‘timeless skincare’ through layered wood elements. This project demonstrates how retail architecture can strengthen connections between brand identity and consumer experience. The flagship establishes new benchmarks for spatial design in the competitive beauty industry, where environment increasingly shapes product perception.