Aritaum Flagship, Seoul

Deep in the heart of Seoul’s upmarket Gangnam District, cosmetics retailer Aritaum has opened an energetically outfitted new flagship store notable for its rock star good looks.

It has been designed in conjunction with Betwin and parent company Amore Pacific’s brand design team.

Conceived as a series of stores within a store, the 455 sqm space showcases three major cosmetics brands on a ‘stage’, with additional beauty products playing a supporting role across numerous displays positioned around the store’s perimeter.

Divided into categories such as hair care and fragrances, these perimeter displays each have their own identity. A men’s product area features a workroom-inspired aesthetic, while a refrigerated area is used to highlight the fresh, natural ingredients used in face mask products.

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These discrete, separate identities are united by the overarching ‘stage’ theme, which looms large throughout the store. Overhead lighting straight out of a K-Pop group’s rig warms the space, underscoring the rock star vibe and referencing the ‘backstage’ aesthetic used by the brand in previous store designs.

Black-and-white patterned rugs define the main ‘stage’ area, and huge digital screens and laser show-inspired design elements hang overhead. A photo booth and music lounge area, along with bold posters and artwork, both speak to the store’s young, edgy demographic – and space has been thoughtfully set aside for events and promotions.

Fresh, stylish and all about the fans, it’s the kind of design that deserves to go platinum.