This is a new store format for LANEIGE, which has recently been introduced in department stores across China. LANEIGE, Amorepacific’s flagship brand, has long promoted vibrant beauty through the concept of “WATER SCIENCE.” To evolve into a more compelling brand, LANEIGE has newly conceptualized “SPARKLING BEAUTY” to capture the energy and trends of people in their twenties.
Concept
The store, which showcases the brand’s full range of activities, now also explores how to effectively convey the concept of “SPARKLING BEAUTY” to customers.
The store concept derived from SPARKLING BEAUTY is “WATER MEETS LIGHT.” It symbolizes the clarity and sparkle of water, enhanced by the prism effect created when light interacts with it.
To bring this idea to life, patterns were developed to evoke the ripples and energy that emerge when water meets light. The angles of the lines in these patterns precisely align with the angle of the “A” in the LANEIGE logo—an intentional design detail that considers even the subconscious perceptions of customers.
LANEIGE’s sparkling pattern is applied not only to product packaging but also throughout the store. The most striking example is the canopy, which emits the logo within the space. The interplay of light and the sparkling pattern intuitively communicates the concept of “SPARKLING BEAUTY.”
In addition to the shift in concept, functional changes have also been made. While previous LANEIGE stores emphasized skincare rooted in WATER SCIENCE, the new format highlights the makeup line as well. The design communicates that LANEIGE is not just a skincare brand, but a complete skin + makeup brand.
Another functional update is the integration of digital elements. The store features the Beauty Mirror app, newly launched by LANEIGE this year. This sophisticated tool allows customers to virtually try on a variety of LANEIGE makeup products in a short amount of time.
