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ARITAUM MEGA SHOP, located in Gangnam Boulevard in the upscale Gangnam District, is the nation’s largest flagship store in a form of ‘shop in shop’ including AmorePacific’s three brands(IOPE, LANEIGE, Mamonde). The spatial concept is ‘stage’ as a central space, which is connected to the previous ARITAUM’s concept ‘back stage’.

By spreading a variety of scenes from a stage in this space, it creates spatial sequence and contains stories for each scene’s background. As a beauty shopping complex having various brands of AmorePacific, we configured the classified space to allow people to perceive information easier and faster.

Except for the brand areas, other categorized spaces consist of parts: makeup, HANYUL, hair/body, cleansing, face mask, and men, as it creates scenes of stage related to beauty. In terms of ‘makeup’, we displayed products on dressing tables which are intended for specialized mirror of powder room. By using high technology like ‘beauty mirror’, users can experience such virtual makeup programs taking a self-photo.

In order to make ‘HANYUL’ look like a pharmacy in keeping with the feature of brand ‘mother’s wisdom’, we displayed products as well as natural raw materials that are actually used for producing. Through the concept ‘vintage beauty salon’, ‘hair/body’ offers a hilarious experience that users may try a diversity of hair styles indirectly.

‘Cleansing’ is intended that it looks like a bathroom including the sink so that users can try products out for themselves. ‘Face masks’, easily consumed products, were organized into one area for specialization. We also wanted to show the freshness of products by allowing users to experience what it is like to take the face mask made with fruits, flowers, and natural materials out of the refrigerator.

In terms of ‘men’s products’, we configured the space as stylish men’s ‘workroom’. This spatial organization by categories makes consumer shopping behaviors easier, and strengthens the nature of interactive shopping environment which is available to test various products as a design strategy.

Furthermore, we intended to make the space more casual, comfortable, and pleasant for young consumers who are main targets of Gangnam commercial district. Not only various video and graphics but different sized frames formed a space full of vitality showing the key spatial concept.

We emphasized pink colour of the brand identity for façade design, and planned that some of pop-up work in this shop by putting up brand posters, and so on. In terms of lounge zone of entrance, plenty of space was displayed to hold a sort of events and promotions. And terrazzo, used on the floor, was applied to the furniture design such as seats and tables.

By finishing the floor with different terrazzo and rug in accordance with each of rooms, it obtains spatial impression about each zone. Furniture was planned with common materials in order to make products look better. Wooden materials used in furniture and soft textured rug create a relaxed atmosphere. Gangnam ARITAUM MEGA SHOP is a new brand image of ARITAUM exploring a variety of experiences, attractions, and energy of the young.

Designed by Betwin Space Design / AmorePacific Brand Design
Photography by Yong-jun Choi

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