This vision and passion for excellence enables Ouyee to tailor our business services to meet our customers individual needs better.
The store is devided into various zones. In the entrance area, the costumers are being welcomed with a modern functional look. The product placement is clearly arranged and the colour code is black and white with details in brass.The second zone has an even more cosy athmosphere The colour code is black, rose and a warm shade of grey with again details in brass.In the back zone, four treatment areas embrace the costumer with smooth textures and warm colours. Velvet curtains in rose compensate the black functional wall. An indirect light concept is completing the comfort zone. It’s a multi-billion dollar industry marked by sheer innovation and the boom has only just started. Barely known abroad, Dmil is one of the many players in the Korean beauty industry, and it does so as a beauty influencer management and content producer. Having garnered an abundance of knowledge through its online activities, the company decided to venture offline, creating its very first beauty boutique at Lotte World Mall in Seoul.
Built in 2014, it’s part of a prestigious complex which also includes the soaring Lotte World Tower, one of the world’s tallest buildings. The store, called dVine, is an extension of the company’s eponymous online domain, and specifically targets a millennial demographic. It occupies a 53 sqm.The outlines of the dVine store, captured by a swirling carpet and a meandering metal display, add a visual dynamic all its own. The aforementioned beauty squad’s videos are screened on-site.
The dVine shop is a temporary physical extension of its online domain and will be operational for one year only.The brand has been highly successful with their online store, and the vision is to create a flagship store as a robust physical presence and attract a broader array of customers. The physical store would also allow the brand to organise events and workshops to introduce the latest skincare products to the general public.
These resulted in new strategies for improved shopfront clarity, visual merchandising, and point of sales areas that are soft, friendly and welcoming for the customers. The Narrative: Eclectic Bodies. After forming a well-researched foundation and brief for the project, we proposed a poetic narrative that responded to the natural, ‘primitive’, and organic ethos of the brand. The dinosaur in the company logo represents primitive beings. The design concept is a spatial composition of ‘eclectic bodies’, a variety of custom-designed joinery units (inspired by body forms) that would serve different functions while working together cohesively.
The eclectic aesthetic uses curvy and voluptuous elements, with different materials and colours that would form a contrast with each other. The Solution: A Strategy for an Ideal Customer Experience. At first glance, the shopfront shows off a selection of hero products on a metal ‘pill’ shaped wall panel on one side. On the opposite wall is a light taupe coloured display unit, in a curved form that creates a funneling effect to entice customers to explore the store offering inside.A second bespoke island is located at the back of the store, for staff to provide demos to customers, or run workshop events. A coffee machine and drinks bar concealed in the timber joinery would open up for such events.
A quirky circular hole is punched through a curved display unit that provides a glimpse into a customer relaxation space, which is a cosy in-wall nook with leather seat and a terrazzo table, where up to a couple of customers could be served a cup of tea to relax. The result is a bright, soothing and refreshing space that feels unique to the brand.
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