Primera, known for its eco-friendly naturalism, has been rebranded as a proactive, high-performance skincare brand that
delivers fundamental solutions for strengthening the skin barrier. At the forefront of this transformation is the development
of the “prmr” wordmark, which reflects Primera’s advanced Seed technology and renewed brand identity. In line with this evolution,
we have created a space that reinforces the brand image in harmony with the new product lineup.
Concept
The rebranded Primera aims to proactively launch high-performance products through continuous research and development,
delivering real benefits to customers. We designed the space to reflect the brand’s energy and unique skin barrier technology,
allowing visitors to experience it firsthand. Moving away from traditional face-to-face consultation formats, the renewed space
offers a more open service approach—customers can freely test products and receive support from staff as needed. The product
testing area features a minimalist layout and clear, intuitive descriptions, creating a customer-centric experience that
encourages exploration and discovery.
The primary finishing material is prmr beige, a tone chosen for its ability
to complement products with strong individuality and vibrant designs. The
brand’s technological expertise is highlighted through the use of metal
elements, while its evolving identity is conveyed through dynamic tri-vision displays.
The layout departs from the conventional fixture arrangements found in
traditional department stores, instead dividing the space into main testers,
wall units, and service areas to maximize efficiency within a compact footprint.
The Tri-Vision and tester are positioned for high visibility from a
distance. The Tri-Vision, a motorized device that cycles through three
images, dynamically presents the brand’s phytobiotics-based technology,
philosophy, and product visuals in a fresh and innovative manner.
In line with the product launch strategy—which shifted from launching the
entire existing line simultaneously to introducing a single product with
strong, independent impact—we developed a modular design that enables
quick adaptation. Each module is made of sponge, offering customers a
pleasant tactile experience when testing and placing the product.
The wall displays feature a simple, intuitive layout that highlights products,
placing emphasis on new releases and hero items. By incorporating IMC imagery
and Instagram content, we created promotional visuals that connect seamlessly
with online platforms, presenting a cohesive and consistent brand image. The
wall tester has also been developed with a modular design to accommodate
efficient product rotation and replenishment. It is angled to make it easy
for customers to view and pick up products, enhancing the overall user experience.
Overall, bold elements that highlight the brand’s evolution are used to create
focal points within the minimalist space, visually expressing the brand’s
barrier care technology. We hope you’ll experience the newly transformed
Primera through the revamped store at Lotte Department Store Main Branch.
