Summary
Laneige’s one-and-only flagship store, redesigned under the brand concept
“Sparkling Beauty”
reopened on November 11, 2016. The entire space was transformed to allow customers to experience “Sparkling Beauty” through all five senses.
Concept
Every detail contributes to telling the brand story — from the façade featuring rhythmic sparkling patterns on transparent glass over the brand’s signature blue, to the soaring vertical space that extends over 6 meters to the ceiling. The open double complex creates a dramatic visual impact while maximizing spatial efficiency. Iconic large-scale objects, such as the BB Cushion and Two-tone Lip Bar, along with holographic elements, enhance the immersive experience. Customers can engage with “Sparkling Beauty” through AR (augmented reality) and a variety of digital media formats designed especially for the millennial generation.
