Following the relocation of the Innisfree flagship store No. 1 Myeongdong, the space was transformed from a simple cosmetics shop into a three-story complex: a cosmetics store on the first floor and the Green Café on the second and third floors, offering a variety of services. Reflecting both the unique characteristics of the Myeongdong shopping district and customer preferences, the updated product layout provides a more convenient shopping experience, while the café invites visitors to relax and enjoy a refreshing green lifestyle with fresh, delicious food and drinks—a pleasant contrast to the area’s usual hustle and bustle.
Concept
The design highlight of the store is the representation of Jeju Island, where many of Innisfree’s cosmetic ingredients originate. A large LED panel on the store façade is connected seamlessly with another panel behind the checkout counter, displaying stunning Jeju landscapes that make visitors feel as if they’ve stepped directly onto the island itself. As customers move through the store, they are immersed in “green elements” that only Innisfree can offer—from hands-on product testing to themed shopping experiences. The Innisfree Green Café is a thoughtfully designed space where customers can enjoy wholesome food and drinks within a greenhouse-style setting inspired by Jeju’s natural beauty. The café also serves as a platform to promote the brand’s “Play Green, Environmentally Friendly” campaign, offering immersive experiences such as interactive digital content and virtual reality that reflect Innisfree’s commitment to sustainability and creative expression.
