PlayLab Builds A Living Laneige Flagship
PlayLab Builds A Living Laneige Flagship
In the heart of Myeongdong a four-storey space turns skincare into something you can touch and move through.
Han Sung Hoon
PlayLab Builds A Living Laneige Flagship
Justin Martin
PlayLab Inc has shaped Laneige’s new Seoul flagship as an active environment rather than a standard store. Spread across four floors in busy Myeongdong, each level gets its own vibe and lets people get hands-on with the products instead of just looking at them.
A big glossy red tube runs right through the whole building like a bright backbone. It starts downstairs and twists its way up, tying all the floors together so the place feels connected rather than chopped into separate rooms. Around it everything is soft, touchable and easy to explore. You can mix, test and play with the formulas at different stations.
Downstairs covers the wider range while the upper floors zoom in on favourites like Cream Skin and the Lip Sleeping Mask. The whole thing feels a bit like a colourful lab mixed with a playground, where the architecture helps make the brand’s hydration story feel fun and personal instead of formal.
More images
1 / 4
Han Sung Hoon
PlayLab Inc has shaped Laneige’s new Seoul flagship as an active environment rather than a standard store. Spread across four floors in busy Myeongdong, each level gets its own vibe and lets people get hands-on with the products instead of just looking at them.
A big glossy red tube runs right through the whole building like a bright backbone. It starts downstairs and twists its way up, tying all the floors together so the place feels connected rather than chopped into separate rooms. Around it everything is soft, touchable and easy to explore. You can mix, test and play with the formulas at different stations.
Downstairs covers the wider range while the upper floors zoom in on favourites like Cream Skin and the Lip Sleeping Mask. The whole thing feels a bit like a colourful lab mixed with a playground, where the architecture helps make the brand’s hydration story feel fun and personal instead of formal.
More images
1 / 4
Han Sung Hoon
Justin Martin
Editor
Justin serves as a multidisciplinary contributor for JUMIRO Magazine, leveraging profound architectural and spatial design insights to examine the intersection of physical environments and digital innovation. A designer first and foremost, his editorial lens captures the cross-pollination of many creative spaces to deliver compelling narratives on the design landscapes shaping culture today.
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