Fwee가 최근에 열린 연남동의 플래그십 스토어는 단순한 화장품 매장을 넘어, 일상 속에서의 새로운 경험을 제시하고 있습니다. 세ongsu-dong와 Jeonpo-dong에 이어 세 번째 매장으로, 브랜드 철학이 공간 디자인을 통해 효과적으로 표현되는 실험적인 장소로 주목받고 있습니다. 이 매장은 독특한 감성을 지닌 연남동의 분위기와 조화를 이루며, 고객들에게 색다른 브랜드 경험을 선사하고 있습니다. 이제 아래에서 하나씩 확인해보겠습니다.

Fwee Yeonnam, the Evolution of a Flagship Store that Sensibly Reinterprets Everyday Life

Makeup brand Fwee has opened its third flagship store in Yeonnam-dong, following locations in Seongsu-dong, Seoul, and Jeonpo-dong, Busan. This store is gaining attention as an experimental space that expresses the brand philosophy through spatial design, going beyond a simple product space.

Urban Renovation Experiment, the Signature of Blue

To harmonize with the unique sensibility of Yeonnam-dong, this store has renovated a two-story old house and applied Fwee’s signature color, blue, throughout the interior and exterior, strongly showcasing the brand identity. The entrance is composed of two levels, with dramatic blue stairs and landscaping design naturally guiding visitors’ attention.

Visual Rhythm of White Zone & Blue Zone

The interior of the first floor is divided into White Zone and Blue Zone, creating rhythm and depth in the space through contrasts in materials and colors. Notably, the use of a mirror barisol ceiling is impressive as it encourages visual expansion, offering a creative design solution that overcomes the limitations of a narrow space.

Pink Room for the Pocket Series

The second floor features a Pink Room for Fwee’s new product line, the ‘Pocket Series’. This space, combining display and hanging systems, is optimized for colorful and SNS-friendly content creation. The sensory and diverse colors stimulate the customers’ senses and expand the brand experience.

Organic Connections Found in Complex Circulation

The space design, led by design studio XSXL, has transformed the complex circulation and small rooms of the old house into advantages, organically connecting spaces with different concepts like ‘another store within the store’. As a result, Fwee Yeonnam has become a multilayered experience space where various senses and stories intersect within a single brand space.

Redefining Consumer Sensibility in Brand Space

Fwee Yeonnam is not just a simple cosmetics store. It sensibly reinterprets everyday makeup, offering consumers a new lifestyle branding experience and suggesting a future direction for offline spaces for the brand.