URG Flagship Store
Located in the heart of Seoul’s Sinsa-dong district, the URG Flagship Store is a premium SPA and wellness center that blends European elegance with contemporary sophistication. Inspired by the timeless charm of the Belle Époque, the space offers URG a leading brand in cosmetics and spa services. A setting where identity, beauty, and holistic well-being come together to create a refined and immersive experience.
Code-Complete
Title-KR
Team
Module
Unit Item
Use
PA180454
Team-Projects
Consumption
Consumption
Project Status
Project launch
Design Completed
Construction Begins
Construction Completed
Operation
Location
Site Area
Total Floor Area
Seoul, South-Korea
Budget
Account Name
Team Members
Team Collaborators
URG
Contents KR
A Spa in the Heart of Seoul
The project reinterprets classical codes of European luxury architecture through a contemporary lens. With a focus on materiality, symmetry, and spatial storytelling, the design proposes a journey through curated atmospheres. It evokes the origins of spa culture while introducing a layered, immersive experience that reflects URG’s vision: innovative, refined, and timeless. The flagship is not just a store, but a spatial narrative that reveals and enhances the brand’s essence.
More Than Just Architecture
Each floor orchestrated to guide, surprise, and soothe. From the sunken lounge and consulting hall to the immersive spa floors and the rooftop restaurant overlooking the city, every zone has been carefully scripted to balance rhythm and rest. Circulation is fluid, transitions are gentle, and light enters with intent. Nothing is accidental, every space was designed as an emotional sequence, where the architecture supports both body care and mental clarity.
Expressive Materials
Here, materials are not just decorative, they are expressive. This is what Archi-Therapy is, from textured surfaces to natural tones that soften perception. The triple-glazed folding doors with hybrid screens offer thermal comfort while preserving a sense of openness. Every detail carries its own sense, becoming part of the experience.
More Than Just Architecture
This project is not just about building,it's about healing. At FORUM D&P, architecture is a form of care and that’s through archi-therapy that we design spaces that listen, spaces that respond with empathy, clarity, and intention. The URG Flagship Store embodies this vision, it’s a living structure that adapts to rhythms, enhances rituals, and nourishes the invisible links between people and place. Every detail matters. The building itself becomes a quiet part of the treatment.
