Innisfree Flagship Store Open in Shanghai HongYi Plaza
이니스프리 상해 홍이 플라자 플래그십 스토어 오픈
INNISFREEApr 21, 2016
Summary
Innisfree opened its first global cosmetics and café store at Hongyi Plaza, offering a place of relaxation in the heart of bustling downtown Shanghai — a “natural rest area in the city center.”
Concept
The Hongyi Plaza flagship store is built around three key design elements: First, the concept of a “natural rest area in the heart of downtown” was brought to life through the use of a greenhouse, which serves as the core medium for delivering the store’s design philosophy.
Second, a large vertical garden wall extends from the cosmetics retail area on the first floor to the café areas on the second and third floors. This feature allows customers to experience innisfree’s commitment to naturalism throughout the store.
Third, the vertical garden façade, standing out among the towering buildings and wide streets of downtown Shanghai, is used to communicate innisfree’s image of purity and cleanliness to Chinese consumers.
Additionally, innisfree has made active use of vertical garden façades to reflect the pristine nature of Jeju Island. At the Shanghai Hongyi Plaza flagship store, a 448m² vertical garden is illuminated to resemble the nightscape of Jeju’s Gotjawal forest, capturing the sparkle of pure water and evoking the glow of fireflies — a symbol of Gotjawal’s untouched beauty.
