VMRD - - Contents - Satarupa Chakraborty

Spread across ap­prox. 5500 sq ft and two lev­els, Gallery M MISSHA in Seoul is a re­fresh­ing take on cos­metic re­tail­ing. De­signed by Seoul-based Betwin Space De­sign, the space in­tends to make sense to the mil­len­ni­als by fea­tur­ing in­ter­est­ing dis­play zones, open spa­ces like gallery and de­light­ful in­ter­play of colours.

Ade­par­ture from the con­ven­tional im­age of the brand MISSHA, the “Gallery M” flag­ship-con­cept store in Gang­nam, Seoul is a bold and con­fi­dent tran­si­tion to pro­vide new and ex­otic ex­pe­ri­ences through its pow­er­ful iden­tity. The store opened its doors to ap­peal to the mil­len­nial gen­er­a­tion.

The whole new “Gallery M MISSHA” con­cept store is the first flag­ship store by the MISSHA brand, and it is a space to at­tract the mil­len­nial gen­er­a­tion that pur­sues new changes and fun ex­pe­ri­ences. Through this con­cept store, MISSHA will get closer its cus­tomers and pro­vide spe­cial ex­pe­ri­ences. Just like a gallery, vis­i­tors may ex­pe­ri­ence the brand and freely visit dis­tinc­tive and ex­otic spa­ces and ser­vices. As soon as

Hwa-Woo Oh and Jung-Gon Kim, De­sign­ers, Betwin Space De­sign

With Gallery M MISSHA, as the cos­metic re­tail­ers wanted to break away from the con­ven­tional de­sign of their ex­ist­ing stores to ap­peal to their mil­len­nial cus­tomers, we vi­su­alised it as a space where one can find their own beauty. The whole store cel­e­brates and val­ues in­ter­ac­tive cus­tomer ex­pe­ri­ence.

you step in by watch­ing the pro­mo­tion of the Gallery M through the show win­dow, you will meet a new dis­play, un­like other cos­metic stores, and cu­ra­tors in each zone for your own pro­fes­sional con­sul­ta­tion. At the pri­vate make-up space, you may try make-up by your­self or may find colours and tex­tures for your own skin to own the mo­ment.

Be­sides, the sense of do­main di­vided by par­ti­tions like a gallery and sto­ries of var­i­ous tones and man­ners of each zone and joys of find­ing them will let you have spe­cial ser­vices. On the stair­case to­ward the sec­ond floor, one may select the colours and walk along the path to com­plete your own space. On the sec­ond floor, con­tain­ing col­lab­o­ra­tion with var­i­ous artists ev­ery week and ev­ery month to show new con­tents, there are fresh juicy zones to hold the style for the Mil­len­nial Gen­er­a­tion, the one-ofkind im­printer ser­vice, artist col­lab­o­ra­tion zone, lec­ture halls by fa­mous beauty artists, and other var­i­ous spa­ces.

The for­mal ti­tle of this flag­ship store is “Gallery M.” The com­pany ex­plained that this space holds the mean­ing of the space hold­ing “MISSHA, the space hold­ing beauty, and the space mak­ing you to be the cen­tre.”

More­over, the com­pany used the term gallery to re­veal that each space de­signed un­der each con­cept of prod­uct by MISSHA dis­plays its prod­ucts like art­works. •

De­sign Betwin Space De­sign Light­ing DM Light­ing Tiles & Floor­ing Youngjin­tim Glass Glassco Hard­ware Hafele Korea Car­pet Rug­mar­ket Acrylic Acpia Pho­tographs Yong-jun Chai

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