Herb Thyme — Baicai Design

Herb Thyme

Founded in 2005 in Seoul, Herb Thyme is a leading Korean fragrance brand specializing in home and car scents. It's sold in over 50 major retailers and exported to 12 countries, including France, Japan, and China.

Project Info:

Status: built, 2024
Area: 375 sqm
Client: Herb Thyme
Location: ShenYang
Photography: Topia Vision

The brand aims to bring people closer to nature through scent, offering safe, nature-inspired fragrances for all to enjoy. Herb Thyme commissioned Baicai to design its Shenyang scent experience store, along with the office located above.

Located in Shenyang's Liangcang Cultural Park, the project occupies a standalone two-story building. Based on the original structure, we created the image of a freshly opened box—revealing beauty through a bold yet restrained façade design.

With red as the brand color, it runs as a thread throughout the design. The space is kept largely minimal, using light wood and stone to create a relaxed atmosphere.

We wanted the space to feel breathable, minimizing decoration and letting products and functions shape the experience. Display zones for scent testing and pickup define the spatial order, while vertical wooden elements extend the presence of the products throughout the space.

We designed a modular display system with a building-block feel, blending a sense of assembly with self-service. Open circulation and engaging experiences allow visitors to move freely through the space. The second floor serves as the brand's office, continuing the design language of the first floor to maintain spatial coherence. The goal is to deliver a unified, relaxed experience throughout.