MISSHA Flagship Store, Seoul

Designed by: Betwin Space Design
For client: ABLE C&C Co., Ltd Floor area: 552.00 M² Year of completion: 2018
Submitted for: Single-Brand Store of the Year

수정됨 Missha M Gallery 10
© Yong-joon Choi

10. The infinite mirror at the entrance of the gallery was applied to depict strong images of color cosmetics brand and to express people’s moving within the exhibition space to be fancy.

About the Project

The whole new “Gallery M MISSHA” concept store is the first flagship store by the MISSHA brand, and it is a space to attract the Millennial Generation that pursues new changes and fun experiences. Moreover, the company used the term gallery to reveal that each space designed under each concept of product by MISSHA displays MISSHA products like artworks.

Just like a gallery, visitors may experience the brand and freely visit distinctive and exotic spaces and services. As soon as you step in by watching the promotion of the Gallery M through the show window, you will meet a new display unlike other cosmetic stores and curators in each zone for your own professional consultation. At the private make-up space, you may try make-up by yourself or may find colors and textures for your own skin to own the moment.

Besides, the sense of domain divided by partitions like a gallery and stories of various tones and manners of each zone and joys of finding them will let you have special services only at the “Gallery M.”

On the staircase toward the second floor, you may select the colors and walk along the path to complete your own space. On the second floor, containing collaboration with various artists every week and every month to show new contents, there are fresh juicy zone to hold the style for the Millennial Generation, the one-of-kind imprinter service, artist collaboration zone, lecture halls by famous beauty artists, and other various spaces.

What’s unique about it

We expressed the Signature Experience in Dare and Simply for people to recall the Missha store as distinctive among other stores.
In façade, red and black colors were boldly used to deliver a new BI through ever-changing media, and the interior has no unnecessity to highlight products and customers by expressing the space to hold the essential beauty that Missha promotes.
Through unique designs in each category, the product characteristics were visually expressed to make each product to be spotlighted almost like an artwork for customers to aware of it more easily. Moreover, unlike conventional H&B stores, this new store has exhibitions through collaboration with artists, various participatory programs and events, and customer-oriented professional customization services. This is meaningful by the fact that it is a true flagship store to experience all about the brand.
Moreover, various experiential activities at this place are not just about product purchase but are attractions for many people to visit, and their experiences are shared via social media, leading more people to visit the store.
Though sales of products is not the main, from the space marketing perspective to inform the brand values through experiences of customers within the space, this is bringing a positive influence. Just as we have been, we will share various experiences with customers at this place, and we wish that this place may become the space for you to find your own unique beauty.

Missha M Gallery 09
© Yong-joon Choi

9. The Fresh Zone is a space to display products of naturalism, and the zone itself was made to be a juice bar for people to enjoy both shopping and fresh fruit juice.

Missha M Gallery 08
© Yong-joon Choi

8. The ceiling of the gallery has acrylic louvers to express comfort of lighting. The space is divided into parts by various characteristics for transitional exhibitions and product displays to be available.

Missha M Gallery 07
© Yong-joon Choi

7. It is a staircase toward the gallery. This enclosed-structure staircase for people to step on red carpet may have selective color changes to attract people to the gallery space on the second floor.

Missha M Gallery 05
© Yong-joon Choi

5. It is the individual Make-up Zone. The color changes to be a mirror when a person approaches. People may try best products at this zone.

Missha M Gallery 04
© Yong-joon Choi

4. There is a media display using the pillar on the back of Counter Zone to deliver various images of the store. Since the wall of the Skin Care Zone is easily editable, the background may have various changes for different seasons or directions.

Missha M Gallery 03
© Yong-joon Choi

3. The Make-up Zone has a modular-type product display and a wall-type display.

Missha M Gallery 02
© Yong-joon Choi

2. There is “Curation Zone” at the entrance of gallery-themed store. At this zone, people may check information about new products and may try personal skin diagnosis, and the zone informs schedules of various programs and events. With the partition to se

Missha M Gallery 01
© Yong-joon Choi

1. It is an exterior feature of “Missha Gallery M,” the two-story building located on Gangnam-daero Street. To express the image indicating “removing unnecessity and heading toward the essence,” opaque satin glass and the design delivering media were used

Location of project:
Betwin Space Design

Design EYeon

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