Seoul – Villa de Mûrir is a cosmetics store and branded content studio targeted at Chinese tourists.
Designed by Collective B, the retail space comprises four areas across two floors, including a multi-brand Beauty Select Shop, a make-up station, a café and a production studio for YouTube beauty content-creators.
In a market flooded with K-beauty competitors, Villa de Mûrir has found its niche by offering local Korean brands targeted at Chinese and Japanese tourists. The experience-driven store also serves as a base for the Mûrir brand, which will subsequently be exported to other Asian markets.
Although K-beauty growth is reported to be slowing in both South Korea and international markets, Villa de Mûrir hopes that an experiential retail concept rooted in digital creation and community will boost the market’s reputation.