Aritaum My Beauty Atelier, Seoul

Beauty retailer Aritaum has partnered with Dalziel & Pow on its ‘My Beauty Atelier’ concept, a beauty playground destination where consumers are encouraged to experiment and create their own looks.

In the Myeong-Dong shopping district of Seoul, the 90sqm store has a neo-industrial Manhattan aesthetic. The triple-height exterior features black brickwork with a flush of pink, drawing the eye and priming consumers for an edgy yet sophisticated experience.

With the My Beauty Atelier concept, Dalziel & Pow has created the ultimate beauty destination for South Korean brand Aritaum.

Inside, tiered digital screens loom overhead, displaying a mix of colourful textures and beauty how-tos. From the ceiling hangs a bespoke lighting installation that both plays up the looming space and lends a sense of intimacy.

Bright product displays line the mesh-covered raw concrete walls, divided into sections including ‘What’s Hot’, ‘Living Beauty’ and ‘New Crushes’. Brands Iope, Laneige, Mamonde and Hanyul, created by Aritaum’s founder, have their own dedicated bays.

A central ‘play’ table integrates iPads for education and experimentation, while an Instagram wall with an ever-shifting background targets selfie-takers. Empowering brand language puts the customer in charge of their own experience.

‘Pretty-in-pink’ pink-and-charcoal packaging, uniforms and a new brand stamp round out the experience, which is anticipated to be rolled out to up to 300 of Aritaum’s stores.