The new store design of Primera departed from its previous store identity of the Botanist’s Atelier. Through the new project, Primera combined the space design, product design, and communication into a single key brand concept, the Botanist’s Atelier, strengthening the brand story and influence. The precious results of meticulous research on the sprouting process of ingredients are the products sold in stores. The product designs were inspired by the Botanist’s Dictionary, which can easily be found in ateliers. In addition, the entertaining VMD props that customers can experience in stores are the experience elements that can be imagined as the work equipment used in ateliers.
Daily plant observation record story in collaboration with a domestic botanist
With Lee So-Young, one of the active domestic botanists, we cultivated the main ingredients of Primera and recorded a daily germination record that observed the plants’ growing process. Traces of such works were expressed on the back wall as the signature representing Primera, and we hope that this sincerity of our brand will be delivered intact to customers.
Display of the globe + Ingredient scent experience
We wanted customers to have diverse experiences while staying at the store. In a transparent sphere resembling the globe, we inserted content that is needed when plants sprout, and the eight-ingredient scents surrounding the globe deliver an entertaining experience for both eye and nose.
As such, Primera’s rebranding project took place in collaboration with Australia’s Landini Associates. Their eccentric views on naturalist brands added more value to Primera.
