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With the new My Beauty Atelier concept, we've created the ultimate beauty destination for South Korean brand Aritaum. Opened in October 2017, the 90sqm store is a playground for inspiration and guidance that 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 store’s raw, glamorous Manhattan-inspired tone ensures an edgier and more sophisticated brand aesthetic.

Where, When

Myeong-dong, Seoul, South Korea

About the client

Part of South Korean group Amorepacific, Aritaum is a one-stop shop where customers can access all of the company's ground-breaking brands and products in one place. As Korea’s first omnichannel beauty store, Aritaum combines online services with off-line benefits, to enhance consumers’ brand experience by using tech-infused gadgets.

A bit more detail

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. An architectural shopfront features 12m tall black brickwork backed with mirror cladding and a splash of pink - creating real stand out. On entering, the initial triple-height space with inspirational images and a bespoke lighting installation creates a strong statement.


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. 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 is an exciting new direction for Aritaum. The concept will be applied to up to 300 stores with the product offer tailored to each location.

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5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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