Garosu-gil’s Newest Hotspot: Swedish Lifestyle Brand GRANIT Opens in Seoul

Located in the stylish district of Gangnam, Garosu-gil is famous for being one of Seoul’s most-visited areas for young fashionistas, boasting a wealth of attractions including designer brands, charming cafés and trendy restaurants. Earlier this month, Samsung C&T brought leading Swedish lifestyle brand GRANIT to Garosu-gil, with the brand’s very first Asian store opening its doors on October 11th. GRANIT has become Garosu-gil’s trendiest new shopping hot-spot, amazing visitors with its unique brand concept rooted in sustainable Scandinavian simplicity.

The products offered by GRANIT provide consumers with a creative take on practical lifestyle items – all at a reasonable price. But the GRANIT offering goes beyond just its products; read on for a virtual tour of the new store.

A Sense of Discovery

The exterior and foyer of GRANIT’s flagship Asian store on Garosu-gil

At the brand new GRANIT store in Garosu-gil, spread out over two floors, there is plenty to explore. Upon making your way up the stylish walkway to the GRANIT building, you are met with the delightful and calming scene of a lush garden out front, a calming respite from the hustle and bustle of the Gangnam streets.

Shoppers are met at the entranceway by a selection of charming plants

A bright foyer then welcomes you into the first floor of the store, where one can find GRANIT’s signature items showcased in a space replete with foliage, transporting you straight to the serene terrain of the Swedish countryside. The functional and stylish products showcased on this floor are suitable for any and all requirements you might have for your home or office.

The left hand (top two photos) and right hand (bottom two photos) sides of GRANIT’s first floor

Heading into the store, on the left hand side you will find all kinds of ergonomic wicker and hanging baskets perfect for storing unsightly amenities, and on the right hand side of the store await stylish kitchenware and food products.

Even the walls of the GRANIT store are a testament to the quirky Scandinavian design aesthetic

Heading up the stairs to the second floor, you are then met with more of GRANIT’S signature lifestyle products. This floor features smart, simple everyday solutions for organization and decoration.

The second floor of the GRANIT store, offering homeware and day-to-day goods (top photo), storage and stationery accessories (bottom left) and bathroom goods (bottom right)

Upon reaching the second floor, you are met with a central showroom, presenting a quirky arrangement of GRANIT’S collection for the bedroom and living room and their minimalist lighting options. To the left hand side of the stairs, you can then peruse GRANIT’S selection of handy day-to-day items, with coordinated notebook, stationary and small storage options. Moving across to the right hand room, you can explore the brand’s signature collection of linens for you to bring a sense of iconic Swedish minimalism to any room, even to your bathroom.

Decorate with Care

GRANIT offers customers more than 1,000 lifestyle solutions over a variety of categories, including artistic interior accessories, kitchen utensils, smart storage, stationery, a variety of pots and plants and food items. To celebrate the brand’s first Asian store launch, this latest location also offers a range of tote bags, diffusers and other items exclusive to the Korean market.

Key to the GRANIT offering is its full cycle production sustainability. At the core of this are their ‘care’ products. These products have been determined as per four criteria: formed with recyclable materials, are environment- and animal-friendly, contain no manufactured chemicals and come from socially responsible suppliers. ‘Care’ products include fabrics certified organic and eco-friendly, storage boxes made with recycled paper, paraffin-free candles made from 100% stearin, and baskets made according to Fair Trade product processes.

For those who can’t make it to the Garosu-gil store, head to the SSF Shop website to purchase GRANIT products

The socially-conscious shopper will be able to find these ‘care’ products in the GRANIT Garosu-gil store, which are identifiable by their signature heart marking. Each GRANIT product is produced with minimal impact on the environment and developed to become long-lasting, staple pieces for your home.

Inspiring Function

The opening of GRANIT’s Seoul store marks the very first time GRANIT products have been available to the Asian market. GRANIT was founded by working mothers Annett Jorméus and Susanne Liljenberg in 1997, and the brand now has over 30 stores across Northern Europe.

GRANIT products offer customers the very best of the chic Scandinavian design trait of ‘simplicity’; even the color palette, which revolves around neutral, earthy tones, has been chosen to reflect the muted tones of the Swedish landscape. Dong-un Kim, Vice President of Overseas Merchandising Division at Samsung C&T, who managed GRANIT’s Asian debut, notes that “consumer demand for Scandinavian lifestyle is growing and growing as the home furnishing industry rises” – therefore GRANIT is the perfect choice for all your stylish home lifestyle needs.

With its location in the bustling Garosu-gil area, visitors to the GRANIT store will also find themselves moments way from a wealth of shopping hot spots, including the re-launched 8SECONDS store and the newly-opened Maison Kitsuné flagship store– check out the map below for full details on these latest additions to Seoul’s trendiest shopping street.

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