A by BOM

Spanning six floors and covering around 3,000 m², this flagship destination brings together 200 beauty professionals offering hair, makeup, nails, head spa, and wedding services. With dining areas, lounges, terraces, and much more, A by BOM has become a true landmark, attracting a diverse clientele from celebrities and influencers to families.

Born from the vision of an atelier inspired by spring, A by BOM captures the energy of renewal – where frozen ground softens, sprouts emerge, and blossoms come to life. “We wanted more than a salon. We created an artists’ playground, a home for beauty and creativity” says the founder of A by BOM.

Every detail of the building reflects this philosophy. Warm, timeless design replaces cold urban minimalism. Furniture from Ligne Roset, Moroso and USM Modular Furniture makes each floor feel like home with a sense of familiarity and refinement.

USM plays a central role, delivering flexibility, precision, and enduring elegance – qualities that resonate with the A by BOM’s values. Calming tones of light blue, grey, and beige complete the overall atmosphere of the space.

The first floor signals a bold new direction – a youthful, dynamic space designed for customers in their twenties. To achieve this, Spacelogic, Korea’s sole USM sales partner, worked with A by BOM to utilise the cool and composed aesthetics of USM. Black and chrome USM elements anchor the design, highlighted by vivid accents in special USM True Pink, creating a bold backdrop that makes their branding stand out. 

These striking tones paired with local artistry from Haegue Yang create a sophisticated yet energetic vibe. At the centre, a low black bench inspired by Korea’s traditional multifunctional furniture platform “pyeongsang” reinterprets heritage for modern living – a communal gathering spot and an iconic photo moment.

If you want to purchase a USM Haller piece yourself design it now in our online configurator or find your local sales partner.

Photography by Kim Yong Kwan