Creative studio Playlab, Inc. has designed a new flagship store for Korean beauty brand Laneige in Seoul’s busy Myeongdong district.
Spread across four floors, the new store turns product discovery into an interactive experience. Each level introduces customers to a different aspect of Laneige’s beauty range, with spaces designed around experimentation, personalization and hands-on engagement.
Rather than treating the store as a conventional retail environment, Playlab uses interactive installations to encourage visitors to formulate and create customized beauty products.
Four floors built around beauty rituals
The ground floor introduces Laneige’s core collections and establishes the visual language of the flagship. Above it, dedicated environments focus on the Cream Skin, Lip Sleeping Mask Swir and NEO lines.
Each floor has its own product-focused interaction. As a result, the journey through the building feels less like a conventional retail sequence and more like a series of connected experiences.
Playlab places particular emphasis on tactility and personalization. Customers are encouraged to explore materials, textures and product rituals directly, creating an environment that combines futuristic retail technology with a more intimate, hands-on approach.
A red sculptural tube connects the flagship
The defining architectural element is a large glossy red sculptural tube that runs throughout the building.
Beginning in the main ground-floor lobby, the twisting installation spirals upward through the flagship toward the sky. Its continuous form provides a visual connection between the otherwise distinct interactive zones.
The sculptural element also gives the four-floor store a strong sense of identity. Its vivid red surface contrasts with the surrounding retail environment while turning circulation into part of the experience.
Ultimately, Playlab’s Laneige flagship treats beauty retail as an immersive spatial journey. Product interaction, customization and architectural spectacle are brought together across the building, creating a store designed as much for participation as for shopping.