The space began by embracing the New York context. In the ever-changing landscape of New York, scaffolding is an urban obstacle, but one that everyone must pass through. Using this idea as a concept for the space, we considered how to create structural beauty within the store without the traditional obstacles. Furniture is combined with plants, lighting, products, and glass panels within the designed scaffolding, and the upper part, along with Innisfree’s bright and colorful products, shows disheveled plants and cityscapes, unlike a traditional vertical garden.
Concept
The central feature of the store is a free-form island over five meters in length, inspired by the shared island identity of Jeju and Manhattan. Designed using Manhattan’s grid-like street layout, the island incorporates an experience zone where customers can freely test various products amidst elements inspired by Jeju’s natural environment, as well as a promotional zone dedicated to the empty bottle collection campaign. Upon entering the store, customers explore the entire space with this “Big Island” at its center.
Over 30 spherical lights, evoking the sparkling nighttime streets of New York, and a large vertically mounted LED screen behind the counter—displaying Innisfree’s Jeju videos—serve as visual anchors, making the store easily recognizable from Lexington Avenue.
At the back of the store, a lounge area invites customers to relax and test Innisfree makeup products. Beyond this space, a staircase wall clad in industrial-style metal tiles reminiscent of New York subway stations leads to the green mezzanine floor, where classes and other events are held.
