We create Aritaum’s new beauty destination

Our 'My Beauty Atelier' concept for the South Korean beauty brand launches.

Dalziel & Pow
By Dalziel & Pow
Posted 30. 11. 2017
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With the new My Beauty Atelier concept, we’ve created the ultimate beauty destination for South Korean brand Aritaum, a playground for inspiration and guidance.


Opened in October 2017 in Myeong-dong, Seoul, the 90sqm store presents a sense of energy, play and education. It 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 brand talks to the customer as a trusted friend, with an in-the-know voice throughout the communications and bold art direction.

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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.

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An architectural shopfront features 12 metre-tall black brickwork, backed with mirror cladding and a splash of pink, creating real standout. On entering, the initial triple-height space with inspirational images and a bespoke lighting installation creates a strong statement. The store’s raw, glamorous Manhattan-inspired tone ensures an edgier and more sophisticated brand aesthetic. 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 hashtag.

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As part of the new experience vision, we created a brand stamp logo and new packaging, and redesigned the staff uniforms in the striking monochrome and pink palette.

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The My Beauty Atelier concept is an exciting new direction for Aritaum. It will be applied to up to 300 stores, with the product offer tailored to each location – for instance a make-up focus in student areas or a high-end skincare focus in more mature neighbourhoods.

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