South Korean colour cosmetics brand Vidi Vici is attempting to take on prestige make-up giants YSL and Chanel by transforming its retail stores.
Prototypes of the brand’s new retail look has been tested in Korea and China, before the roll-out in Europe and the US this summer.
The Shinsegae-owned company appointed London design agency gpstudio to updates it bricks-and-mortar design.
The agency was hired to create a blueprint that could be used globally.
The agency said: “The design is part of the international re-launch for the Korean brand, whose owners are repositioning it to sit alongside YSL and Chanel to build its presence as an international brand”.
gpstudio specialises in luxury retail with its portfolio including John Lewis’ beauty hall in London; Harrods’ penthouse; Harvey Nichols in London; and Laure beauty department in Saudi Arabia.
gpstudio Partner Gregor Jackson said: “The Korean beauty market is riding the crest of a wave at the moment and Vidi Vici is very much at the forefront of this.
“To tackle head on many of the established brands in the beauty arena is no mean feat, but I believe through a thoroughly creative and diligent design process, we have achieved this.”