Sugarcup, Seoul

E.Mart-owned cosmetics brand Sugarcup has unveiled a striking concept store in Seoul. Designed around the theme of ‘beautiful moment’, the store taps into some 50 brands to deliver head to toe beauty solutions.

With a striking black-and-white aesthetic that resembles the storied British ‘razzle dazzle’ camouflage, the store delivers a powerful first impression. Zebra stripes run at clashing horizontal, vertical and diagonal angles, drawing the eye and directing customers towards the various departments.

Betwin Space Design has crafted a geometric powerhouse that captivates the senses.

LED panels in the front display window showcase branded content, and screens positioned along the length of the store play cosmetics-themed, pop-art style illustrated clips. Combined with the neon signage, glossy fixtures, looping lighting and confetti-like ceiling installations, the resulting aesthetic is a futuristic glam.

In a departure from the usual approach of showcasing cosmetics using each brand’s own signature display, Sugarcup takes a custom approach. Gleaming black-and-white modular fixtures stretch across the store, encouraging exploration of different brands and beauty solutions.

A central makeup zone provides a space for visitors to try different products. Touch screens and mirrors are placed throughout the store to encourage trial and experimentation.

Bold, frenetic and never still, Sugarcup brings a sense of luxurious, space-age whimsy to cosmetics – and challenges customers to step out of their cosmetics comfort zone and try something new.