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@teamgongzak’s Next Retail series, E-MART Yeonsu Store, is a space to experiment with various solutions to the problems facing ‘Aritaum’ and supermarkets. What role should our stores play in the cosmetics market, which has been dominated by online and large multiples like Olive Young, and how can we get customers back in the door? Tim’s thoughts on these questions are captured in this project.
Strategy
The primary challenges facing our Aritaum and supermarket locations were threefold: a reduced number of SKUs left the stores looking sparse; the stores had remained physically and conceptually stagnant for a long time; and there was a lack of comfortable spaces for our primary customers, who are often seniors. To address these issues, we established a three-pronged renovation strategy.
First, we utilized the empty space created by the SKU reduction to create powerful showcases for our ‘hero products.’ By giving these key items ample room, we could fully express their unique features and compelling stories, effectively communicating their appeal.
Second, we introduced specialized services that can only be experienced offline. We installed sinks in easily accessible locations so customers could wash their hands or properly test wash-off cleansers. Next to the sinks, we placed large benches for anyone to use, and deeper inside the store, we created a comfortable customer lounge with sofas for product consultations over a cup of tea. We also launched a custom gift-wrapping service, offering a differentiated shopping experience from online channels or competitors like Olive Young.
Third, to create a more sustainable store, we actively incorporated recycled materials. We built fixtures using panels made from crushed, empty cosmetic bottles, and repurposed furniture and display items from other stores. For new wall units and VMD, we chose single-material metal and paper, which are easily recyclable, as part of our effort to create a plastic-free store.
Interior
The interior was planned with a relaxed, simple design and minimal finishing materials to allow the diverse products and services to stand out. Instead of ornamentation, we focused on the inherent power of the materials themselves, mixing and matching the contrasting textures of wood, metal, and plants. This material-driven approach, despite its simplicity, clearly distinguishes the store from the surrounding all-white retail spaces.
A large wooden island is the central element of the store, performing key functions like product display, storage, hands-on testing, consultation, payment, and providing a place to rest. The modular metal wall units can be freely reconfigured and expanded as needed. To these, we added side panels made from recycled plastic bottles in vibrant colors, adding a unique and charming touch. Throughout the store’s open spaces, various plants were arranged to create a relaxing and comfortable atmosphere for shoppers.
VMD
The store’s VMD was meticulously planned around our hero products to solve the problem of the space looking empty and to more effectively showcase Amorepacific’s six core product lines. We used bold, high-volume displays—dedicating an entire fixture to a single product—and paired them with striking visuals and concise copy. The result is a simple and comfortable atmosphere that leaves a strong impression of each product.
To cater to senior customers looking for familiar items, we used large, prominent product images and names. Furthermore, every POP display in the store was designed at a different angle for optimal visibility from any viewpoint. We also recognized the need for more seating in a supermarket environment, which is often frequented by seniors and tired shoppers. Based on this insight, we created a customer care space focused on rest, offering services like gift wrapping and mobile phone charging.
Finally, we used corrugated cardboard as the primary material for many displays instead of plastic to facilitate reuse, and incorporated recycled plastic from our own empty cosmetic containers, reflecting our deep commitment to creating a sustainable store.
