Myeong-dong, Jung-gu, Seoul, South Korea

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The exterior features 12m tall black brickwork with a splash of pink.

The exterior features 12m tall black brickwork with a splash of pink.

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Bright overhead displays create a neo-urban vibe.

Bright overhead displays create a neo-urban vibe.

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Bold signage encourages visitors to experiment.

Bold signage encourages visitors to experiment.

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The pink and monochrome palette carries through the whole store.

The pink and monochrome palette carries through the whole store.

Photography courtesy of Dalziel & Pow

Aritaum My Beauty Atelier, Seoul


Location:

Myeong-dong, Jung-gu, Seoul, South Korea

us.aritaum.com

Design Credit:

Dalziel & Pow
dalziel-pow.com

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.


Words by Stephanie Campisi


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