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: 年度单一品牌店

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.

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