My beauty atelier - a place for experimentation and creativity
In the crowded beauty market of South Korea, brands have got to stay fresh and original in order to stand out. So with an ambition to become the ultimate multi-brand beauty destination for Korean customers of all ages, Aritaum decided it was time for a makeover. The beauty retailer wanted to create a brand experience where their customers could find inspiration and guidance around all beauty needs while placing their ambitious multi-brand offering at the heart of their store.
We created the 'My Beauty Atelier' concept for Aritaum, transforming the stores into beauty playgrounds full of excitement. Shoppers are empowered to become their own makeup artists and experiment with textures and colour. The store’s raw Manhattan-inspired look gives the brand an edgier and more sophisticated aesthetic that lifts it out of the uniformity of the South Korean market.
The bold architectural featuring 12-metre brickwork backed with mirror cladding and a splash of pink.
Products are divided into key categories, each featuring distinctive colour palettes. Core skincare brands Iope, Laneige, Mamonde and Hanyul are all highlighted.
A focal table provides a place to experiment, encouraging customers to create their own looks. iPads share video tips and an Instagram wall provides budding makeup artists with changing backdrops for selfies.
We also created fresh packaging to complement the bold store environment.
We created a brand stamp for use on packaging, adding a final flourish at the end of the customer journey.
“ Aritaum isn’t your average beauty store – it’s more like stepping up to a beauty blogger’s vanity. The space is a playground for makeup inspiration and guidance, where shoppers can browse, play, test and get ready for a night out, and its merchandising strategy drives the fantasy.” Kaileigh Peyton