Laneige has opened its first global flagship store in Korea with a focus on personalisation and innovation.
Located in the Myeongdong area of Seoul, the three-floor flagship has opened after an 18-month refurbishment and been renamed Laneige Seoul, where it will host bespoke services for customers across skin, complexion and lip categories.
A range of Laneige products seen from above at Laneige Seoul
Experiences are focused on expressing the brand’s “science-led vision and spirit of ‘open to wonder’”, and is described as a space “where scientific innovation is experienced firsthand through made-for-you beauty services”, the company said in a statement.
"Laneiege Seoul is not just a store,” said Pilkyung Choi, Brand President at Laneige.
“It is our perception of what the future of beauty, technology and design looks like.”
Laneige Seoul’s Lip Sleeping Mask experience takes inspiration from an ice cream counter and lets visitors customise their own version of the brand's iconic lip mask.
Laneige's Lip Mask customisation station
A device featuring temperature-controlled viscosity and nozzle engineering offers a choice of ten scents to mix-and-match, with the opportunity for up to 45 combinations.
Meanwhile, the Neo Experience brings Laneige’s best-selling cushion compact, Neo Cushion Glow, to life.
A robot that will help choose the best Laneige cushion compact shade
Customers can get a personal one-to-one colour consultation to find a match to one of its 150 available shades that is then produced by a dancing robot.
Finally, the Cream Skin Experience inspired by Laneige’s milky toner, Cream Skin Cerapeptide Toner and Moisturiser, offers an artificial intelligence (AI)-powered skin reading.
A science-focused area of the Laneige flagship
Bringing together “part science and part alchemy”, a custom blend of 25 possible formulas is then created, with the product mixed on site in 20 minutes.
“We built this space for people who want to experience what skin science actually feels like," said Choi.
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Note: Add in a PBA push please