Just like K-pop, the equally all-encompassing K-beauty phenomenon has conquered the planet, adding not only to South Korea‘s soft power, but also with a massive appeal that comes with it. The latter is already boosting the number of overseas visitors who wish to experience K-beauty in the very cradle of it all. Originally founded in 1999, CJ OLIVE YOUNG was initially launched as a Japanese-style drugstore, but has since evolved into a chain of beauty and health-focused stores. Very recently, the retailer inaugurated the OLIVE YOUNG Beauty Mansion, a large-sized flagship store which banks on the current K-beauty craze with expanded offerings set in a design-led environment. Occupying a four-storey, industrial building in Seongsu, currently Seoul‘s most coveted shopping district for Millennial and Gen Z demographics, the flagship store features an interior design by XSXL, a multi-disciplinary design studio based in Seoul.

Interestingly, the building’s architectural legacy has been reinterpreted to meet OLIVE YOUNG Beauty Mansion‘s specific shopping requirements, applying the familiar domestic narrative of a mansion along the way. That said, much of the structure’s original details have been retained and embedded in the various settings, such as swathes of exposed concrete, weathered brick and visible traces of the original construction. The store introduces a new configuration, featuring an elongated central corridor which connects a number of rooms. Each room is either home to a distinct brand, category, or service, creating a sequence of intimate environments which contribute to a unique shopping experience. Additionally, flexibility is an integral part of the design, allowing easy adaptation of the store layout, for seasonal displays and brand activations, by way of sliding partitions between rooms.

The domestic character of the OLIVE YOUNG Beauty Mansion is captured by details such as room numbers, mailboxes, bulletin boards, and apartment-style signage. Upon entering the ground floor, shoppers find themselves in a communal living room where shoppers, beauty brands, and cultural programming meet. The setting of the lounge is anchored by an organically shaped modular sofa, a bright red concierge bar with DJ booth, and furniture by emerging designers, a concierge bar. One floor up, shoppers can indulge in colour cosmetics and experimentation. Here, a large central island allows shoppers to explore products for lips, eyes, and base products within a single continuous display, while a sequence of smaller rooms offers focused brand experiences.

Mind you, Room 201 is a dedicated powder room, offering quick touch-up services and full makeup sessions. The third floor is all about skincare, presented in a quieter and more tactile environment. As such, the merchandise is organised by routine, ingredients, function, and texture, allowing shoppers to navigate through multiple perspectives rather than by brand alone. Warm wood finishes and exposed brick create a calm atmosphere that encourages slower exploration and comparison. Room 301 combines a communal testing table with private consultation rooms. After exploring all lower floors, the fourth floor rewards shoppers with a community-oriented lounge overlooking the Seongsu area. The setting sees a snack pantry, lifestyle merchandise, and flexible seating. The lounge hosts beauty workshops, talks, and community events. © superfuture