Laneige China has opened its first brand-image concept flagship store, at Beijing APM.

Covering 139 sqm, it features water and light as design elements. The overall base tone of its interior is blue and pink, highlighting the two product lines of the Korean cosmetics company. Blue represents skincare and emphasises water technologies, while pink represents the company’s makeup products.

Geometric line elements and spotlights in the display area are aimed at attracting young customers.

A special area is reserved for regular beauty activities for Laneige members, including brand introductions, product launches and makeup tutorials. Afternoon-tea appointments for VIP customers will also be held in the area.

Moreover, the flagship store will offer exclusive limited products with special package designs.