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Paying tribute to the fashion show catwalk & backstage zone, ALTA ARCHITECTURE P.C. worked with eSpoir to create a new identity for the Cosmetics brand in Seoul. An illuminated central catwalk creates symmetry, and forms a main axis that defines movement through the 80 square meter (860 square foot) space. At the end of the catwalk, a seamless LED video animation adds a sense of theatrics, and draws curious passers-by into the Store. The LED screen provides a digital canvas to showcase seasonal campaigns & new launches.

The shop is situated on Gagnam-daero, a busy commercial street that is home to many Global Brands. The Storefront and adjacent mirrored interior wall reflect the dynamic pedestrian and traffic patterns of the street beyond, and enable customers to catch a glimpse of their makeover on the way out.

Black Industrial pipe fittings create a flexible and modular fixture system which can be deployed in hanging, wall mounted, or rolling table configurations. This prototype shop contains a custom kit of parts that can be efficiently and economically rolled out at new locations, pop-up events and travel retail outposts. Each fixture has mirrors, a changeable magnetic graphics board, and generous drawer space for product storage. Strategically placed mirrors draw in natural light from the street, and allow customers to self-test the products at standing height.

In addition to the pragmatic function, the mirrors alter the viewer’s experience at times by fracturing and expanding the perception of space. The central video animation is refected in some of the mirrors, resulting in a kaleidoscopic and ever changing interior environment. Beyond the open sales floor, the program called for a small Make-Up Artist Studio and a semi-private room for consultations. The cashdesk, wrap station and AV Controls are contained within a small staff counter behind the LED screen.

ALTA ARCHITECTURE P.C., led by Natalie S.W. Cheng worked closely with eSpoir to seamlessly integrate all the project components, including: exterior façade & signage, interior materials, custom fixtures, lighting, visual merchandising, graphics, and video content. This “360 degree design approach” results in a distinct consumer experience that effectively communicates the brand’s updated tagline: THE POWER OF TRANSFORMATION.

Through the rigorous articulation and detailing of Interior fixtures & lighting, ALTA ARCHITECTURE P.C., led by Natalie S.W. Cheng captured the zeitgeist of K-Pop and the spectacle of a fashion show while creating a modern and streamlined environment for customers to discover a wide range of products & colorways.

Client: eSpoir, an AmorePacific Brand
eSpoir Marketing Team: Misun Jo, Nari Kim, Jisun Yang
Team: ALTA Architecture P.C. – Natalie Cheng (Project Leader), Simona Regolo, Colleen Tuite
3D Visualization: Joseph Corsi, Nam Tran
Project Management & Construction: Betwin Space Design Co., Ltd.
Photo Credits: Courtesy eSpoir, and Natalie Cheng

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