Laneige, Customer Experience Space 'Myeongdong Showroom' Renewed and Reopened

[Asia Economy Reporter Yujin Cho] Premium moisturizing functional brand Laneige has renewed and reopened its 'Myeongdong Showroom' to provide a differentiated customer experience.

The Laneige Myeongdong Showroom is designed with the concept of 'Laneige's Room,' a space where customers can comfortably experience products and the brand as if they were in their own room.

The showroom consists of two floors. The first floor is set up as a product experience space. It features a testing area where customers can easily and conveniently explore the entire Laneige line by type and skin concerns without staff assistance, as well as a space to experience the texture and scent of five core products through the five senses. Additionally, one side of the store is arranged with sofas, dressing tables, and mirrors to emphasize the 'room' concept, allowing customers to relax comfortably while trying products.

The second floor is dedicated to Laneige Myeongdong Showroom's special customized cosmetics service, 'Bespoke Cream Skin.' Customers can select one of four ingredients based on their skin concerns such as hydration, elasticity, texture, and tone, and an on-site formulation specialist will prepare it instantly. There is also a space where customers can decorate the cream skin container according to their preferences. This service is a paid experience available without a separate reservation.

To commemorate the showroom opening, Laneige plans to operate a special small-group tour program called ‘Laneige Stay’ from November 4 to 22, which allows a limited number of people to fully experience the store through advance reservations.

Laneige Division Executive Director Hyejin Lee said, “In response to the rapidly changing retail environment, we planned an experience-focused store where customers can fully immerse themselves in the brand,” and added, “We expect the Laneige Myeongdong Showroom to become a differentiated space that offers customers a special experience of rest and staying.”

This content was produced with the assistance of AI translation services.