Whereas traditional Aritaum stores were brand-oriented, the Gangnam Live Store is organized around customers’ interests and points of engagement. In skincare, the store offers solutions tailored to individual skin concerns, while in makeup, products are presented in clearly defined, category-specific sections. In particular, the “Theme Curation Zone” reflects the lifestyle of millennial customers and proposes curated beauty themes. From Aritaum’s perspective, the store showcases a wide range of products across different categories, aligned with beauty culture, trends, and routines.
Concept
Aritaum Live Gangnam Store aims to provide information grounded in both online and offline customer data. For example, name tags not only display product prices but also incorporate various data such as online store customer reviews, keywords from the Hwahae app, and award history to help customers make informed choices. Products are also displayed based on in-store Hwahae customer keywords and average ratings, while the most popular skincare and makeup items from the Aritaum online store are prominently featured.
In-store photos and videos feature everyday models rather than overly styled professional models, creating visuals that feel realistic and relatable. Video content goes beyond simple beauty recommendations, offering practical tips for daily life and showing real-life demonstrations of product use.
Above each section, intuitive video imagery is displayed on large screens to help customers easily navigate to their desired area from a distance. For example, the skincare screen features moving visuals of product textures, while the makeup screen shows lipstick being applied or the texture of eyeshadow up close.
