NEW ART Seoul · White Stone Building

02 · Building Concept

Where Art,
Architecture,
and Nature Meet

The building's dark façade, composed of slender vertical fins, gently merges with the ginkgo trees lining Sowol-ro. Reflecting the ever-changing sky, it shelters a serene interior shaped by concrete, glass, and light.

More than a destination, the building is conceived as a living dialogue between architecture, art, craftsmanship, and nature. Each level unfolds as a chapter in a vertical journey, where Japanese craftsmanship, contemporary art, and the quiet presence of Namsan come together in harmony.

Click any floor to begin your ascent.

FLOOR 06 / 06·ROOFTOP LOUNGE

WIDE OPEN · DAYLIGHT·NAMSAN VIEW

R· ROOFTOP · LOUNGE ·

/ 06 · Rooftop Lounge

Art Above
the City

An open-air sculpture deck and champagne lounge overlooking Namsan Tower, where the changing colors of Seoul unfold beneath the evening sky. Designed as a place where art, architecture, and nature come together, the rooftop hosts curated exhibitions, cultural gatherings, and the monthly invitation-only Sunset Salon. Here, contemporary art is experienced in dialogue with the city, framed by the quiet presence of Namsan and the ever-changing landscape beyond. A destination to pause, reflect, and experience Seoul from a different perspective.

Visit the lounge

↓ NEXT4F · Ginza Diamond Shiraishi Showroom

FLOOR 05 / 06·MAISON

BRIDAL SHOWROOM·BY APPOINTMENT

4· GDS · SHOWROOM ·

/ 05 · Ginza Diamond Shiraishi Showroom

Ginza Diamond
Shiraishi

A bridal jewelry inspired by the beauty and rhythms of nature — from the gentle waves, coastal landscapes, and timeless scenery of the Mediterranean — each ring is designed to express a unique love story through delicate forms and refined details.

Ginza Diamond Shiraishi· Est. 1995 · Tokyo / Seoul

Enter the showroom

↑ PREVRooftop Lounge ↓ NEXT3F · Lounge

FLOOR 04 / 06·PRIVATE

CHAMPAGNE LOUNGE·SALON ROOM

3· LOUNGE ·

/ 04 · The Art Lounge

The Art
Lounge

A welcoming space between the showroom levels, created for conversation, connection, and shared experiences. Throughout the year, the lounge hosts exhibition receptions, artist talks, and intimate cultural gatherings. Here, art is not only viewed, but discussed — fostering dialogue between artists, collectors, and visitors within a calm architectural setting.

Reserve the salon

↑ PREV4F · Ginza Diamond Shiraishi Showroom ↓ NEXT2F · EXELCO Diamond Showroom

FLOOR 03 / 06·MAISON

BELGIAN MASTER CUTTERS·HIGH JEWELRY

2· EXELCO · SHOWROOM ·

/ 03 · EXELCO Diamond Showroom

EXELCO
Diamond

Inspired by the richness of European art, classical architecture, and cultural heritage, EXELCO DIAMOND sees each diamond not simply as jewelry, but as a true expression of artistry. Rooted in Belgian diamond craftsmanship, EXELCO DIAMOND continues to create pieces that celebrate both exceptional beauty and life's most meaningful moments.

EXELCO Diamond· Est. 1881 · Antwerp / Seoul

Enter the showroom

↑ PREV3F · Lounge ↓ NEXT1F · Reception

FLOOR 02 / 06·ENTRY

RECEPTION DESK·11 — 19 / CLOSED MON.

1· RECEPTION ·

/ 02 · Reception

The Beginning
of the Journey

Welcomed by a dedicated concierge, guests arrive through a calm sequence of concrete, glass, and natural light — leaving behind the rhythm of the city and entering a quieter world shaped by craftsmanship and culture.

Plan a visit

↑ PREV2F · EXELCO Diamond Showroom ↓ NEXTB1 · White Stone Gallery

FLOOR 01 / 06·GALLERY

CONTEMPORARY ART·SINCE 1967

B· WHITE STONE · GALLERY ·

/ 01 · White Stone Gallery

Whitestone
Gallery

A place where contemporary art finds room to breathe. Set within a serene architectural landscape of concrete, light, and shadow, the gallery presents a rotating program of exhibitions throughout the year. Here, art is experienced not only as an object of observation, but as a catalyst for dialogue, reflection, and discovery.

White Stone Gallery Korea· Est. 1967 · Tokyo / Hong Kong / Seoul

Visit gallery ↗

↑ PREV1F · Reception ↓ CONTINUEExperience

/ 05 · Experience

EXELCO
DIAMOND

Inspired by the richness of European art, classical architecture, and cultural heritage, EXELCO DIAMOND sees each diamond not simply as jewelry, but as an expression of artistry.

For generations, EXELCO has transformed exceptional craftsmanship into creations designed to be treasured for a lifetime.

Discover more

/ 06 · Experience

GINZA DIAMOND
SHIRAISHI

Inspired by the beauty and rhythms of nature, GINZA DIAMOND SHIRAISHI draws inspiration from the sunlit coastlines of the Mediterranean and the timeless stories of Greek mythology.

From gentle waves and flowing landscapes to symbols of love, devotion, and eternity found throughout ancient legends, each ring is thoughtfully designed to express a unique love story through graceful forms, refined details, and enduring beauty.

Discover more

/ 07 · Experience

WHITESTONE
GALLERY

Founded in Tokyo in 1967, WHITESTONE GALLERY has long been a pioneering presence in the contemporary art world, dedicated to connecting artists, collectors, and new audiences across cultures.

Beyond exhibiting established masters and emerging talents, the gallery serves as a platform for artistic dialogue, introducing Asian artists to the international stage while bringing global perspectives to local communities.

Discover more

08 · News & Events

Currently on view.

No. 01 · EXELCO Diamond

Engage Ring：Chance Éternelle

A graduated arrangement of exquisitely radiant diamonds flows toward the center stone, a symbol of eternal love. It reflects the belief that, as two hearts journey forward hand in hand, lasting fortune will accompany them, and an ever more brilliant future will unfold before them.

No. 02 · Ginza Diamond Shiraishi

Set Ring：Bloomin'

Inspired by the "Flower of Destiny," chosen from the bouquet presented by your beloved as a symbol of your answer to a proposal. A ring that witnesses and celebrates your journey together, blooming eternally on your finger as a timeless expression of love.

No. 03 · Whitestone Gallery

May 30 — Jul 19

MANE: A Stayed Moment

Whitestone Gallery is pleased to present A Stayed Moment, a solo exhibition of MANE, an artist whose work revisits the emotional landscapes of childhood, on view from May 30 through July 19. Centered around "Mariffe," a character embodying childhood nostalgia and a spirit of adventure, this exhibition unfolds scenes of memories that have long lingered in the depths of the mind.

A Dialogue BetweenArt, Jewelry &Architecture