Concept
In collaboration with the world-renowned design studio SOFTlab, Innisfree has transformed its space to embody its commitment to eco-friendly values.
Upon entering the store, customers are greeted by a massive Hanging Garden. This artwork, which uses recycled citrus paper—a material also used in Innisfree’s product packaging—as leaves, showcases a unique structure that combines the latest technology with traditional craftsmanship, resembling woven fabric. The exterior of the store features aluminum panels shaped like leaves, expressing the naturalistic concept in a modern way.
SOFTlab, the design studio behind this Myeongdong flagship store project, is a unique studio based in New York. Composed of architects, designers, and educators who work internationally, SOFTlab conducts diverse research and experiments with ideas for each project.
