Winenara Seongsu Store by Studio Prepro: A Modern Wine Culture Hub in Seoul

The Winenara Seongsu Store, designed by Studio Prepro, is redefining wine culture in Seoul’s Seongdong-gu district. Spanning 211 m², this innovative space merges retail, social interaction, and cultural experiences, embodying the evolving trends of wine appreciation in contemporary society. Completed in 2023, the project was led by architects Boram Seo and Dowoo Lee, with photography by Donggyu Kim.

A New Approach to Wine Culture

In the post-pandemic era, wine has transitioned from being a niche interest to a widely embraced social experience. Winenara Seongsu positions itself as more than just a wine shop—it is a cultural hub where wine lovers, casual enthusiasts, and newcomers alike can gather to explore and engage. By fostering a welcoming environment, the store aims to transform the traditional concept of wine purchasing into an immersive, community-driven experience.

Thoughtful Design and Spatial Flow

At the heart of the store lies a striking circular bar, a central focal point designed for social interaction and communal enjoyment. Clad in textured black concrete, the bar exudes a bold yet inviting aesthetic, encouraging visitors to engage in conversations and shared tastings. The layout further enhances the experience with a glass-doored wine refrigerator that subtly guides movement through the space. A short staircase introduces varying perspectives, promoting exploration and discovery within the store.

Curated Selection and Tasting Experiences

Beyond traditional retail, Winenara Seongsu integrates interactive elements that heighten customer engagement. A dedicated tasting zone offers an extensive selection of wines by the glass, allowing visitors to sample and refine their preferences. Complementing this feature, 57 locker-style wine cellars provide a unique personal storage service, catering to dedicated collectors and enthusiasts.

The store’s interior extends into a vast wine cellar, showcasing a premium collection of wines in various formats. Natural materials such as wood, fabric, and concrete create a warm and inviting ambiance, while large windows introduce greenery, blending the indoor environment with the vibrant energy of Seongsu.

Beyond Retail: A Hub for Wine Events and Community

Winenara Seongsu is more than a store—it is a dynamic space that fosters cultural engagement. The venue regularly hosts wine and whiskey tastings, exclusive sales events, and educational programs that deepen visitors’ understanding of fine wines and spirits. This holistic approach transforms the store into a lively destination where community, education, and appreciation converge.

All photographs are works of Donggyu Kim