For Diptyque, perfume is an art and art is a journey.

Diptyque stands apart through its collaborative method of creation, blending perfumery and illustration to craft fragrances that function as visual and olfactory narratives.

Maison Diptyque Bukchon

Drawn by Ian Shih (Senior Architecture Major)

Traditional Korean hanok architecture is preserved to create a culturally immersive retail environment.

Natural materials such as wood, brick, and tiled roofs reflect Bukchon’s historical aesthetic.

Drawn by Ian Shih (Senior Architecture Major)

National Folk Museum of Korea

Cultural Landmarks Nearby: Located near major heritage sites, including Bukchon Hanok Village, Changdeokgung Palace, and Gyeongbokgung Palace, placing the store within Seoul’s historic cultural core.

Kim Hyun Kwan

South Korean artist known for his pen sketches of Bukchon Hanok Village.

Hapjukseon Lid $80 Limited Edition

Exterior

Limited Edition Incense Bukchon Exclusive 20pc $48

Along with our new fragrance launch, we have curated a product assortment tailored to the South Korean consumers as well as loyal Diptyque lovers traveling through.

Other Revenue Sources

To provide a more well rounded, immersive experience.

Fragrance Consultation: 1hr 30min 145 Euro/248,808.40 krw per person

Consultation Service: In conversation with one of our experts, identify your olfactory profile and your favorite notes to find the Diptyque fragrance that suits you. Following your participation, the amount for this service will be deducted from any purchase made on the same day at Maison Diptyque Bukchon.

Drawing from the ethos of Maison Diptyque, this concept transforms a traditional Bukchon Hanok into a “home of a collector” blending together a 600 year history of the Joseon Dynasty with the artistic, whimsical spirit of Diptyque.

A space where Parisian chic meets a thousand years of Korean heritage. In the heart of Bukchon Hanok Village, we’re creating a sensory sanctuary that redefines luxury retail through the lens of Darye and French craftsmanship.

A traditional Hanok curated with mid-century French furniture. On the walls, light sensors reveal live pen sketches by artist Kim Hyun Kwan, bringing the surrounding architecture to life as you move. Guests are invited to sit on Bangsuk floor cushions, unrolling a scent scroll to navigate the Maison’s fragrances in a moment of grounded reflection.

In an exclusive chamber, we host an intimate Tea Ceremony. Here, visitors witness the olfactory blending of tea leaves and perfume notes, offering a ritual of relaxation and natural simplicity.

A bespoke service offering custom engravings of Hangeul calligraphy onto Diptyque’s iconic glass bottles. Also, guests craft their own perfumed calligraphy ink, blending pigments to match their signature scent for a truly multi-sensory creative pursuit.

The core of the Maison experience is using fragrance to travel through time.

We are creating a multi-sensory experience with the launch of our new fragrance. Using the courtyard’s open air, hidden high pressure nozzles release top notes of bergamot and pine needle, clearing the city air from the customers nose.

Entering into the wooden halls introduces the heart notes. As guests walk past Hanji screens acting as diffusers, the draft will waft the scent of rice powder and white musk while speakers fill the room with the scratching of calligraphy, distant wind chimes, and the ticking of settling wood.

The deepest part of the house holds base notes of soft amber and sandalwood. Activated with Ondol (underfloor heating), as the floor warms it naturally moves the scent upwards. As guests sit on cushions, the woody ancestral scent embraces guests like a warm embrace from the past.

The exterior design encourages curiosity and discovery, inviting visitors to step into a hidden fragrance experience.

The store blends seamlessly with the historic streetscape of Bukchon, reinforcing authenticity and place-based storytelling.

Showcase

A central fragrance showcase table highlights Diptyque’s iconic bottles as collectible objects.

The interior design incorporates hanji screens and wooden frames, referencing traditional Korean interiors.

Soft natural lighting creates a calm and sensory atmosphere aligned with Diptyque’s storytelling philosophy.

Why does it Work?

Maison Bukchon is building community through centering immersion and a shared cultural experience. The use of Bangsuk cushions views everyone as equal and invites guests to linger. Participating in calligraphy and tea ceremony create a communal learning environment. By merging two distinct cultures and heritage, we are creating a unique third space where locals and international visitors find common ground.

The use of workshops and specialized services move the guest from a passive observer to an active participant, finding a sense of belonging through artistic camaraderie.

Why does it work in Bukchon?

Seoul has a blueprint for cultural content becoming a core engine of future growth, including preserving and revitalizing Hanok architecture. By focusing on high-touch, intimate workshops, the brand respects the neighborhood’s character and traditions and its restrictions on high-volume tourism.

Artist Collaborations

Art & Culture District: Close to institutions such as the National Folk Museum of Korea and the National Museum of Modern and Contemporary Art, creating a strong artistic and cultural environment.

Consumer Justification

The Maison Diptyque in Bukchon speaks to its consumers through place, memory, and the belief that fragrance is a way of traveling through time. Diptyque has always rooted its scents in real places and lived moments, using fragrance as a way to hold a memory still. The Bukchon Maison takes that philosophy further than ever: an exclusive collection and a physical space designed to be inseparable, the scent infused into the Maison itself, each element deepening the memory of the other.

To bring our Maison to life and successfully blend Diptyque’s artistic brand identity while honoring traditional Korean culture, we assembled a team of five artists to help build out our store format. It’s important to bring in South Korean artists and involve the community when creating a Maison in such a historic and honorable area as Bukchon.

Product Assortment

Poudre De Hanji Eau De Parfum 75ml $255

Scent Story:

In the heart of Bukchon Hanok Village, where the whispers of the Joseon Dynasty harmonize with the whimsical spirit of Paris, Poudre de Hanji emerges as a scent archive of a house that breathes.

Opening with a breath of silver pine and bergamot that mimics the crisp, medicinal air of a courtyard at dawn. As the scent unfolds, a heart of rice powder and white musk captures the intimacy of sun-drenched hanji paper, evoking the rhythmic scratch of a scholar’s brush against a screen.

It’s an invitation to pause upon a Bangsuk cushion, where the ancestral warmth of Ondol is translated through a base of soft amber and weathered sandalwood.

This olfactory time capsule preserves the living history of the Hanok, transforming the scorched sweetness of ancient timber into a delicate, suspended moment on the skin. To wear it is to carry the sanctuary of Bukchon with you, a poetic tribute to a culture that does not shout to be heard, but simply exhales its heritage into existence.

Scent Profile:

Top: Bergamot

Heart: Rice Powder, White Musk

Base: Soft Amber, Sandalwood, Cedarwood

Intimate Dayre Ceremony : 1hr 30min

58 Euro/99,450.28 krw per person

Ceremony is held exclusively by reservation with a certified tea master, conducted in both Korean and English.

Customers are guided through a peaceful, immersive experience, offered carefully selected seasonal teas and handmade tea snacks, learning of Korean tea culture and traditional etiquette.

Our new fragrance will also be available for purchase in the format of a candle (a Diptyque best seller) and incense (scenting format growing in popularity in South Korea among younger demographics).

Baies Classic Candle 6.7oz $78

Introducing…

360 Marketing Campaign

Teaser to roll out on social platforms to build intrigue and anticipation for a new Maison location.

PR Strategy

Maison Diptyque Bukchon Launch

The PR strategy positions the Maison opening in Bukchon Hanok Village as a cultural moment in Seoul, blending Korean heritage with the artistic identity of Diptyque.

PR Box & Influencer Seeding:

Exclusive PR boxes introduce the Maison concept through Limited Edition Incense, Incense holder, fan, and invitations to the launch event. Unboxing content from influencers generates early buzz ahead of the opening.

Opening Event

Guests journey through the immersive world of the Maison, where fragrance, craftsmanship, and Korean heritage meet.

Experiences include

• Hangeul engraving on Diptyque bottles

• Creating perfumed calligraphy ink

• Receiving fragrance-infused Hapjukseon fans.

The evening concludes with a traditional tea ceremony and live Gayageum performance, creating a serene finale to the launch celebration.

PR List

The guest list brings together influential figures shaping Korea’s culture, including

• Jin

• IU

• Bae Suzy

• Jung Ho-yeon

• Malissa (@thepostofficegirl)

• Ourmiji

whose influence extends across music, entertainment, fashion, beauty, and fragrance.

Pop Up Experience

Social Media

KakaoTalk will be used to drive local engagement and peer-to-peer sharing among Seoul consumers.

Instagram will serve as the primary platform for visual storytelling and global awareness.

Email

Online and Offline Channels

In Store Integration

At the perfumed ink workshop, guests are given a card printed with their ink, scannable with a QR code to revisit their blend and explore related Diptyque products online.

Discreet QR codes throughout the Maison invite guests to explore the history behind each element for those who want to go deeper without disrupting the flow of the space.

PR Box

Images generated with Gemini

Jin

Online to Offline

The tea ceremony and calligraphy workshops can be reserved through a dedicated booking page on Diptyque's website, linked from Instagram.

A digital scent scroll on the Maison page lets visitors preview the fragrance journey before arriving, with a physical version available in store for those who prefer to discover it first there.

After the Visit

Guests are invited to leave behind a piece of their ink/calligraphy work, displayed on a dedicated wall that grows with every visit.

A card nearby prompts them to share and tag Diptyque on Instagram via QR code, with the best pieces reshared to a dedicated Maison Seoul story highlight.

Promotional Budget

The pop-up recreates a Hanok-inspired courtyard pavilion, offering visitors a calm pause within the city and a preview of the Maison experience.

Guests step into an open-air space featuring suspended scent scrolls that introduce the fragrance story, subtle scent diffusion, and Bangsuk floor cushions for relaxation. A quick-service tea inspired by the Korean tea ceremony Darye is offered, with flavors reflecting fragrance notes such as citrus, woody barley, and soft florals.

The pavilion intentionally does not sell the fragrance, preserving its exclusivity while building curiosity and guiding visitors to continue the full sensory journey at the Diptyque Maison in Bukchon Hanok Village.

The email strategy uses geo-targeted messaging to reach subscribers in Seoul and nearby travelers. We introduce the Maison concept through immersive visuals and storytelling, highlighting experiences and the new fragrance launch.

Each message includes interactive features such as map directions, workshop booking links, and pop-up announcements, encouraging recipients to visit the Maison and continue their journey from digital discovery to in-store experience.