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Oliveyoung Myeongdong Town Store

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Facade - Sangwan Kim
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Facade - Sangwan Kim

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Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Multi-Brand Store
5.27
5.92
5.40
4.73
5.33
Julie Payette
Julie Payette Cofounder and Partner at v2com newswire
5
5.5
5.5
5
5.25
Thomas Tse
Thomas Tse Design Director at Inspiration Group
4.5
6
5
5
5.13
Eric Tsui
Eric Tsui Founder and Design Director at Kingwoo Strategy and Design
5
6
5
5
5.25
Jana Kleine-Kalmer
Jana Kleine-Kalmer Interior Designer and Artist at Jana Kleine-Kalmer
4
6
4
4
4.5
Torquil McIntosh
Torquil McIntosh Cofounder at Sybarite
5
5
5
5
5
Dustin Stupp
Dustin Stupp Creative Director at Vave Studio
5
5
5.5
5
5.13
Rabih Hage
Rabih Hage Founder at Rabih Hage
4
5
4.5
4
4.38
Benoit Florençon
Benoit Florençon Photographer at Benoit Florençon
5.5
6.5
6
5
5.75
Jason Immaraju
Jason Immaraju Creative Director at NVE Experience Agency
6
6
7
4
5.75
Rene Toneman
Rene Toneman Partner and Creative Director at Silo
Over-the-top retail, but consistent...
7
6.5
6.5
5
6.25
Rune Ricciardelli
Rune Ricciardelli Creative Director at Visual Display
6
7
5
4
5.5
Irene del Valle de la Sen
Irene del Valle de la Sen Studio Director at Roth Architecture
6.5
6.5
6
5.5
6.13
Ben Zhang
Ben Zhang Founder at Shanghai Jielu Decorative Design Engineering
5
6
5.2
5
5.3
Designer
Client
CJ Oliveyoung
Floor area
1157 ㎡
Completion
2023
Social Media
Instagram
Finishes

In the post-pandemic era, Oliveyoung, synonymous with the K-Beauty hotspot, recognized the need for a new store design manual and programs tailored for a global audience. At a time when it sought to cement its position as an iconic store leading new changes in the beauty industry's offline scene, it was crucial to address the diversified nationalities of its visitors and the transformed Myeongdong commercial district, distinct from the past.

The proposed facade integrated media to flexibly incorporate a redesigned logo and redefined graphic motif style. The design aimed to overcome the previous entrance's closed-off feel, planning for a transparent and straightforward view inside to comfortably display content.

Upon entering the main entrance, visitors are greeted by the main promotion space, a zone where clearance and product experiences must occur simultaneously due to the mix of internal and external traffic. This area required ventilation and a design that, while maintaining the overall tone and manner, could serve as a special accent due to its periodic rotation of brands. The use of modern finishes like stainless steel, aluminum, and concrete was key, with finishes varied through polishing, bead blasting, or applying glossy matte to add depth within the same material. LED displays played a crucial role in the space, serving as a platform for dynamic promotions and content, thus significantly influencing the space's graphic design.

Addressing the challenge of comfortably managing the flow and service for thousands of visitors of diverse nationalities daily was paramount. The layout was designed to handle the influx without discomfort, incorporating waiting fences that naturally allowed product engagement and integrated into the design. Moreover, the visibility of the signage system was designed to save time during checkout, making the process itself both functional and a distinctive part of the store's iconic design.