After years of experiential activations and large-scale, Instagrammable focal points, retail is catching its breath and inviting us to do the same.
A new emphasis on tactility and organic material composes a humanizing, and even soothing atmosphere, especially evident in four projects that demonstrate the impact of simplicity.
From a monastic gallery elevated above its city to a minimalist archival space, these new stores are designed to promote reflection over spending while channeling the curated experience of an elevated art gallery.
Elorea
Fragrance brand Elorea operates stores in New York, Los Angeles (shown), and Seoul
Set atop a 1920s Spanish Colonial Revival bell tower in Los Angeles’ Koreatown, Elorea perfumery and café is a study in tactility and craft. Drawing from heritage traditions across Asia—including the hand-chiseling and charring of wood—locally based Studio Paul Chan sought to capture the ephemerality of our senses. A sculptural display forms the nucleus, its mix of dark, monolithic stone, textured leather, and machined aluminum legs anchoring the space. After sunset, a reflective glass bartop uplights fragrance bottles in a reverent glow, revealing “how sense is distilled and how design highlights material,” says studio founder Paul Chan.
Missoni Home
Missoni Home in Milan marries the brand’s signature bold style with original elements
For Missoni Home’s first boutique, located on Milan’s Via Solferino, the 1,188-square-foot space marries the brand’s signature weaves and patterns with original architectural character. “Our starting point was to preserve the identity of the Liberty-style architecture while introducing the display furniture as a contrasting yet complementary element,” says Riccardo Boccia, cofounder of locally based Lit Studio. Iron and brick vaulted ceilings, Art Nouveau columns, and original moldings meet satin-finished metal surfaces to spark dialogue between past and present. Two original columns underscore this duality through a color gradient that rises from gray to burgundy, a detail that “invites people to look in and discover the world inside,” adds Lit Studio cofounder Rudy Faissal.
Sigma
White concrete walls and handmade brick flooring define Sigma’s minimal Shanghai showroom
“Water through a river” guided Gao Ya and Chen Peng, founders of locally based Onoaa Studio, as they spearheaded the new Sigma showroom in Shanghai. The phrase—first used by the Japanese photography brand’s founder and CEO Kazuto Yamaki—inspired a space as pure and calm as water. “We wanted guests to feel a sense of quiet immersion,” Ya says. A floor-to-ceiling lens wall, supported by structural columns and custom lens-mount adapters, anchors the 5,400-square-foot space, charting the brand’s evolution. It also stands out through “its restraint, material honesty, and deep connection to the brand’s manufacturing legacy,” Peng adds, “offering visitors an experience that is both contemplative and profoundly human.”
Verish Anguk
Wood, marble, and concrete come together at lingerie and activewear brand Verish Anguk
After collaborating on the Vreak Free pop-up earlier this year, Seoul-based Studio Tama and Verish reunited for the brand’s Anguk flagship in Seoul, which “carries the area’s rich cultural and historical depth,” says lead designer Sangjun Cho, “while also introducing a sense of freshness that aligns with Verish as a young lingerie and activewear brand.” Here, wood, marble, concrete, cast metal, and linen adorn the space with textural and tonal depth. “Our goal was to create a setting where guests feel supported in a positive, thoughtfully paced retail experience,” Cho adds.
This article originally appeared in HD’s December 2025 issue.
