The Laneige road shop on Garosu-gil is a space for total beauty solutions where customers can experience “Sparkling Beauty.” The store offers customized solutions through Laneige’s specialized products, which customers can try firsthand. With a vibrant array of products, creative displays, and curated content, the store delivers Laneige’s youthful spirit to customers in the Gangnam commercial district.
Concept
The store’s exterior conveys Laneige’s signature clean and pure aesthetic by integrating a white pattern with light-reflecting hologram films. At first glance, the design appears simple, but it subtly reveals hidden sparkles to evoke a sense of unexpected beauty. Inside, the store is anchored by a VMD display featuring Laneige’s iconic BB Cushion and Two-Tone Lip Bar, strategically positioned near the entrance to naturally draw attention to skincare products. The Garosu-gil location features a specialized experience zone, including the Laneige To Go Zone, the Warm & Cool Tone Makeup Look Bar, and the Specialized Makeup Zone, where customers can receive professional services to create their personalized looks using the digital Beauty Mirror and Skin Diagnosis tools offered by makeup artists.
Inspired by the geometric patterns of Gio Ponti—an ideal match for Laneige’s edgy, oblique design sensibility—the store’s flooring incorporates artificial stone in white and gray tones. At the center of the store, the Sleeping Beauty Zone uses frosted materials and curated objects as part of the VMD to reflect the “Calmness & Beauty” mood and highlight the product IMC (Integrated Marketing Communication).
