Grand InterContinental Seoul Parnas opened Atelier efflore and the Parnas Hotel Collection Boutique on the first floor.

At Atelier efflore guests can peruse a range of flower products firsthand, including bouquets, flower boxes, and premium orchid pots. Additionally, this space offers a chance to experience the artistic harmony between efflore and the works of Kim Joon-young, an award-winning artist recognized by the Ministry of Culture, Sports and Tourism and the Korea Craft and Design Foundation. Known for his delicate works inspired by nature, Kim collaborates with efflore to create exclusive glass vases used in premium floral products.

The Parnas Hotel Collection Boutique is designed as a multi-functional space that goes beyond just a retail area, allowing guests to experience the hotel's ambiance and lifestyle with all five senses. The boutique interior is modeled after a bedroom where one can feel the texture of Parnas Hotel's premium bedding firsthand and sample signature scent products like diffusers, candles, and room sprays. Towels set to be released this year can also be previewed and touched. Moreover, guests can receive personalized lifestyle recommendations guided by a curator.