THE PROJECT

In department store common areas where dozens of luxury brands coexist, Visual Merchandising had to achieve a presence of its own while maintaining spatial harmony, balancing commercial functionality with the store's inherent prestige. As the Lead VM Designer, I developed concepts by analyzing seasonal trends and international references. I expanded the scope of traditional VM by introducing gold installations inspired by stalactites for the Christmas season and neon typography through collaborations with global graphic artists for the Shinsegae Love It campaign. Through rigorous material testing and prototyping, I delivered high-fidelity installations that transformed common areas into artistic focal points, completing a modern and sophisticated brand image.

Impact: Customer satisfaction +15% · Revisit rate +10% · Premium VM direction across key stores