Featured store: AmorePacific’s My Beauty Atelier concept in Seoul

London-headquartered Dalziel & Pow has created AmorePacific’s latest beauty concept store, My Beauty Atelier in Seoul.

The design house describes the new store as AmorePacific brand “Aritaum’s “new benchmark for beauty retailing” in South Korea.

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“It is a playground for inspiration and guidance,” said the company, of the 90sqm boutique which opened in October in Seoul’s Myeong-dong district.

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“The store presents a sense of energy, play and education. It empowers customers to become their own makeup artists with editorial displays offering ‘top 5′, ‘best sellers’ and ‘new crushes’, along with ‘how-to’ guides. The brand talks to the customer as a trusted friend, with an in-the-know voice throughout the communications and bold art direction,” said a Dalziel & Pow spokesperson.

The offer is structured around key categories, each featuring distinctive colour palettes and expression. Core skincare brands Iope, Laneige, Mamonde and Hanyul – created by Aritaum’s founder  – have a real presence with their own dedicated bays.

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An architectural shopfront features 12m-tall black brickwork backed with mirror cladding and a splash of pink to create a stand out space.

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“On entering, the initial triple-height space with inspirational images and a bespoke lighting installation creates a strong statement. The store’s raw, glamorous Manhattan-inspired tone ensures an edgier and more sophisticated brand aesthetic. A focal table provides a place to play and experiment, integrating iPads that share video tips, alongside an Instagram wall with changing backdrops for selfies using the #aritaumflipcreate,” said the Dalziel & Pow spokesperson.


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“As part of the new experience vision, we created a brand stamp logo, new packaging and redesigned the staff uniforms in the striking monochrome and pink palette.”

The My Beauty Atelier concept represents a new direction for Aritaum and will be applied to up to 300 stores with the product offer tailored to each location – such as a make-up focus in student areas or a high-end skincare focus in more mature neighbourhoods.

Aritaum is one of AmorePacific’s 33 health, beauty and personal care brands, a portfolio which also includes Innisfree, Etude House, Laneige, Lolita Lempicka and Annick Goutal.

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