Beauty Brand Conquers Seoul's Competitive Market
SimiHaze Beauty sought to establish their brand within South Korea's highly competitive beauty market through two pop-up stores and a permanent beauty kiosk in Seoul's prestigious Shinsegae department stores. PHNTM was tasked with bringing SHB's global allure to Korean audiences while creating a high-profile celebration that would embody the brand's notorious reputation in Asia's beauty capital.
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We collaborated closely with SHB's Creative Director to create unique, engaging designs for stores and party venues. Our 3D design team conceptualized spaces that were aesthetically appealing while reflecting the brand's direction in Asia's beauty product mecca. We oversaw production of both pop-up stores and the permanent kiosk, while planning and executing the exclusive launch party at Boon The Shop in Gangnam-Gu.
The South Korean launch was a resounding success, with pop-up stores and kiosk driving significant engagement and sales. The launch party drew over 700 guests including A-list celebrities, influencers, and CEOs, amplifying the brand's market reputation. Our work translated SHB's vision into memorable physical spaces and events, effectively cementing SimiHaze Beauty's presence in the competitive Korean beauty landscape.
