Inside Playlab, Inc.’s Interactive Four-Story Laneige Flagship in Myeongdong

PlayLab, Inc. designs Laneige’s Seoul flagship, a four‑floor interactive retail space in Myeongdong.

Each level highlights bespoke product experiences, from Cream Skin to Lip Sleeping Mask Swirl.

A massive, glossy red sculptural tube spirals through the building, connecting all floors.

Creative studio Playlab, Inc. has designed a vibrant new flagship store for Laneige, a well-known K-beauty brand. Located in the bustling Myeongdong district of Seoul, the new store spans four distinct floors built around interactive spaces that invite customers to formulate and create custom beauty products.

Each floor of the flagship is dedicated to a specific product interaction, with bespoke experiences shaping the mood. The ground floor introduces Laneige’s core collections, while upper levels highlight Cream Skin, Lip Sleeping Mask Swir and NEO lines through immersive installations.

PlayLab’s design emphasizes tactility and personalization, encouraging customers to engage with materials, textures and product rituals in a way that feels both futuristic and intimate. Serving as the primary unifying element of the space is a massive, glossy red sculptural tube. This twisting, arterial installation spirals continuously from the main ground-floor lobby all the way up toward the sky, visually and conceptually connecting the diverse interactive zones across the building’s multiple levels.

Take a look inside the space in the gallery above.