Laneige’s flagship store in Seoul redefines the beauty retail experience by harmoniously blending architecture and skincare. Spanning four stories, this innovative space transforms the Korean skincare brand’s personalized services into captivating architectural experiences. Conceived by PlayLab, Inc., the store features striking installations, including a dynamic red tube spiraling through the floors and extending skyward, ensuring each level offers a unique encounter.
The art of discovery
Laneige’s approach intertwines skincare science with customization. Instead of conventional product displays, the Los Angeles-based design firm crafted environments that encourage interaction and discovery. “Our goal was to make each floor a unique experience,” says Jeff Franklin, co-founder of PlayLab.
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Bespoke design and skincare on a grand scale
Three primary experiences highlight Laneige’s products as customizable services. Visitors can personalize a Lip Sleeping Mask with 10 scents creating up to 45 combinations, select from 150 Neo Cushion Glow shades via a one-on-one color consultation with robotic production, and receive AI-powered skin readings for tailored Cream Skin formulations. This intricate fusion of design and beauty elevates the brand’s approach to a new level.
The architectural design amplifies these intimate interactions. The red tube introduced in the lobby creates a visual journey through the building, linking its diverse spaces. Inside, materials like stone, metal, plaster, and lacquer frame interactive installations, mirroring the brand’s clean, scientific aesthetic. The integration of these elements within the store setting creates a seamless narrative that enhances the customer experience.
Navigating visual competition
Located in Seoul’s bustling Myeongdong shopping district, the flagship faces a lively visual landscape. PlayLab responded with a facade of blue tiles, offering a clear, bright contrast. Soft attachment-like forms punctuate the exterior for seasonal decorations, maintaining visibility of the pale interiors from outside.
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Focus on personalization
Despite its architectural boldness, the flagship’s design directs attention to the personalized products themselves. By scaling customization processes to architectural dimensions, PlayLab creates an immersive shopping experience where design and skincare guide the narrative.
Sources & Links
Source: design-milk.com
Frequently asked questions
What unique design feature connects the store’s levels?
The store features a dynamic red tube spiraling through the floors and extending skyward, creating a visual journey through the building and linking its diverse spaces.
How does Laneige personalize skincare products in the flagship store?
Visitors can personalize a Lip Sleeping Mask with 10 scents creating up to 45 combinations, select from 150 Neo Cushion Glow shades via a one-on-one color consultation with robotic production, and receive AI-powered skin readings for tailored Cream Skin formulations.
How does the facade of Laneige’s flagship store stand out?
PlayLab responded with a facade of blue tiles, offering a clear, bright contrast in the bustling Myeongdong shopping district, with soft attachment-like forms for seasonal decorations ensuring visibility of the pale interiors.