AP BEAUTY S.I Design Upgrade
Summary
Based on insights identified through actual store operations after opening, as well as existing design assets, the AP BEAUTY store was upgraded with a focus on cost efficiency, enhanced customer experience, and greater operational flexibility.
While maintaining the existing design language and brand mood, the fixture structure was simplified and the production process was made more efficient, allowing the space to respond more flexibly to the conditions and operational needs of each store.
In particular, we developed a unit-based system that combines interior and VMD functions, reducing unnecessary production elements while improving accessibility and the customer experience flow in consideration of movement constraints within the space.
Through this upgrade, the AP BEAUTY store evolved in a direction that maintains the completeness of the existing space while reducing cost burdens and strengthening both customer experience and operational efficiency.
Through this upgrade, the AP BEAUTY store evolved in a direction that maintains the completeness of the existing space while reducing cost burdens and strengthening both customer experience and operational efficiency.
Key Improvement Focus
The element that best expressed the identity of the AP BEAUTY store was the main island, composed of two streamlined masses.
While this fixture served as a signature element that strongly conveyed the brand’s sculptural quality and mood, there were limitations in applying the same structure across different store sizes, layouts, and operational formats.
With this in mind, we began developing the design in a direction that would maintain the existing sculptural quality and brand mood, while allowing for selective application across various retail environments and improving both production efficiency and spatial usability.
Main Island Fixture Ideation
Based on the design language of the existing main island, we developed fixture ideas that reflected various scenarios required for store operations.
We reviewed different mass forms and display methods so that product display, testing, digital content, counseling, and seasonal VMD presentation could work organically within a single fixture.
In particular, we explored structures that could be selectively applied as standalone, combined, or face-to-face types depending on the store size, location, and customer circulation. Through this process, the design evolved from a single fixed fixture into a flexible main island system that can be expanded and adapted to suit each store environment.
In particular, we explored structures that could be selectively applied as standalone, combined, or face-to-face types depending on the store size, location, and customer circulation. Through this process, the design evolved from a single fixed fixture into a flexible main island system that can be expanded and adapted to suit each store environment.
Key Design Elements
The most important consideration throughout this process was to preserve the core design elements of AP BEAUTY.
The streamlined mass of the main island, the wave acrylic detail at the base, and the indirect lighting elements were key components that shaped the brand’s futuristic and refined mood, so the design was reviewed in a way that would enhance the space while maintaining its identity. In other words, the focus was not simply on reducing the scale of the existing fixture or adding functions, but on creating a structure that could be flexibly selected according to each store condition while preserving AP BEAUTY’s signature look.
The streamlined mass of the main island, the wave acrylic detail at the base, and the indirect lighting elements were key components that shaped the brand’s futuristic and refined mood, so the design was reviewed in a way that would enhance the space while maintaining its identity. In other words, the focus was not simply on reducing the scale of the existing fixture or adding functions, but on creating a structure that could be flexibly selected according to each store condition while preserving AP BEAUTY’s signature look.
Development
In the initial stage, we focused on maintaining the two streamlined masses that serve as AP BEAUTY’s signature element.
However, in order to respond to various store sizes and operational environments, the structure was expanded in a more flexible direction.
In addition to the existing two-mass structure, we also reviewed standalone fixtures that could be applied to smaller stores, as well as a more efficient direction that organizes the island into a single integrated mass.
Through this process, the fixture’s existing design assets were further refined, transforming the main island from a single fixed form into an S.I system capable of adapting to various retail environments. By streamlining the production process and installation structure, and allowing each type to be selectively applied according to store conditions, the design also improved spatial usability and cost efficiency.
Through this process, the fixture’s existing design assets were further refined, transforming the main island from a single fixed form into an S.I system capable of adapting to various retail environments. By streamlining the production process and installation structure, and allowing each type to be selectively applied according to store conditions, the design also improved spatial usability and cost efficiency.
AP BEAUTY Opens at
Shinsegae Department Store The Main
Shinsegae Department Store The Main
The integrated main island developed through this process was applied to and opened at the Shinsegae Department Store Main Branch.
By reorganizing the existing separated fixtures into a single mass, the design secured a clearer internal circulation flow and improved the comfort and usability of the deep consultation area.
While maintaining the product display and experience functions, the design enhanced spatial efficiency, resulting in a store that strengthens both the customer experience and operational efficiency.
Glorifier
The glorifier was designed with a detachable frame structure that can be adjusted according to seasonal visuals and product presentation directions.
When the basic frame is attached, visuals can be displayed more widely and effectively, while the circular frame allows the visual and product to be emphasized together as a single object.
Through this structure, the display can flexibly highlight products and visuals according to the characteristics of each campaign and visual direction.
Integrated VMD Display
Wave acrylic, a material that represents the brand identity, was applied to the upper section to maximize the lighting effect and emphasize a more premium product display.
The existing individual VMD units were refined with minimized details and integrated into the fixture structure, making seasonal product IN/OUT and display replacement easier.
Through this approach, the design maintained the completeness of the VMD presentation while reducing production costs and operational burden.
In addition, slimly shaped props, clinical mood details, and transparent and metal materials were applied together to consistently maintain AP BEAUTY’s refined and professional brand concept.
Indirect lighting was also used to create an effect in which the objects appear to be floating, enhancing the visibility and focus of the products.
AP BEAUTY Opens at
Bloomingdale’s Department Store, U.S.
Bloomingdale’s Department Store, U.S.
To strengthen its positioning as a global luxury skincare brand, the strategically important Bloomingdale’s store in New York was renewed as AP BEAUTY.
To efficiently present the full product lineup within a limited area, a standalone fixture suitable for a small-scale store was developed and applied, enhancing both spatial usability and the completeness of the brand experience.
A standalone fixture was developed to highlight key MD lines in connection with the visual presentation.
A large-scale visual was incorporated to effectively communicate the core information of the products, while indirect lighting and mirror materials were used to further emphasize the presence of the metallic products.
Through this, the design aimed to effectively convey AP BEAUTY’s clinic-driven, distinctive brand image.
The existing wall fixture structure was reused as much as possible, while partial new fabrication and finish wrapping were applied to achieve a cost-efficient spatial transformation.
In addition to the main products, cleansing products, sheet masks, and other items were designed to be stored and displayed in the lower drawers, improving both customer accessibility and operational convenience.
This serves as an example of S.I expansion that maintains AP BEAUTY’s design language while allowing selective application for smaller store sizes and overseas retail environments.
This serves as an example of S.I expansion that maintains AP BEAUTY’s design language while allowing selective application for smaller store sizes and overseas retail environments.
AP BEAUTY Opens at
Shinsegae Department Store Gangnam
Shinsegae Department Store Gangnam
For the Shinsegae Department Store Gangnam branch, existing store fixtures were utilized as much as possible, while repainting, partial reuse, and finish refinements were applied to achieve a cost-efficient renewal direction.
To complement the limitations of the restricted floor area, video content was placed on the deep consultation partition facing the external circulation path, drawing the attention of customers passing outside the store and creating a more expansive spatial impression.
Through this, we confirmed that AP BEAUTY’s brand experience can be maintained even in stores based on existing fixture reuse and partial renewal, while enhancing spatial openness and operational efficiency.
- Amorepacific Creatives
- Space Design
- Cho Dayoung
- VMD
- Kang Rami, Hwang Sunyoung
- Creative Director
- Lee OhKyung, Han Jeongmin
- Sales, GTM
- Chang Kiwon, Yu Yanmei
- Photography
- Brick Studio
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