South Korean cosmetics brand Aritaum has opened a store in the Myeong-dong area of Seoul, aiming to make selecting the right product more straightforward.

Dubbed “My Beauty Atelier” and designed by London-based consultancy Dalziel & Pow, the 95 sq m store features a 12m-high black brickwork frontage that is given definition with mirror cladding and a splash of pink spray paint.

Inside, the materials palette is semi-industrial with exposed wood, concrete, mesh and fret-cut signage all being used alongside modular, flexible fixtures.

Product displays are structured by colour with the retailer’s core skincare brands, Iope, Laneige, Mamonde and Hanyul, having their own dedicated bays.

Editorial-style displays offer “top five” product edits, from “bestsellers” to “new crushes”, along with guides on how to recreate sample looks – the intention being to encourage shoppers to become makeup artists.

Whether this is an ambition that can be realised or not, this is a good looking and aspirational store environment that stands out in a crowded sector.