Summary
Innisfree has opened its first store in Bangkok, Thailand. To make a strong impression with its initial entry into the market, the brand has emphasized its core concept of naturalism and the story of Jeju’s origins. A clean, bright atmosphere is created through the use of white tones, while natural materials such as wood and leather enhance the feeling of nature.
Concept
Several design elements were adjusted to reflect the characteristics of the Thai market. First, considering that the average Thai woman is shorter than the average Korean woman, the overall fixture height was lowered—most notably by enlarging the mirror on the makeup stand. A dedicated counseling area was introduced to reflect Thai women’s interest in makeup techniques, and an additional space was created for products exclusively available in Thailand.
