[Report] K-Beauty Landmark Emerges... Korea's Largest 'Olive YoungN Seongsu'

Opening of an Innovative Store in Seongsu-dong... Over 1,400 Pyeong
Store Layout Focused on Customer Experience and Product Curation
Specialized Themed Zones on Each Floor... Products

On the 21st, in Seongsu-dong, Seongdong-gu, Seoul, a store with glass walls was visible on the lower floors of a building with a unique exterior. This is a new type of store ambitiously launched by Olive Young in Seongsu-dong, known as the "pop-up store mecca." As final preparations were underway before the official opening, the place resembled a shopping mall. The media wall installed inside the store displayed the 'Olive YoungN' logo brightly.

Olive Young will open its first innovative store, 'Olive YoungN Seongsu,' on the 22nd in Seongdong-gu, Seoul. Located near Exit 4 of Seongsu Station in Factorial Seongsu, this store spans a total of five floors. The store area reaches 4,628㎡ (approximately 1,400 pyeong), making it the largest Olive Young store. It is about nine times larger than the existing largest flagship store, Myeongdong Town. The store name Olive YoungN embodies meanings such as New, Next, Nest (incubating brands and trends), and Network (relationships with customers and partners).

Exterior view of the 'Olive Young N Seongsu' store, which opened on the 22nd. Provided by CJ Olive Young

Olive YoungN Seongsu focuses on differentiated customer experiences and product curation. While existing Olive Young stores mainly displayed various products, this location significantly expanded spaces for product trials. The store layout is organized by themes, resembling a shopping mall. Experts are stationed in each area to provide personalized product recommendations.

The choice of Seongsu-dong as the store location is because it is regarded as a hotspot for the latest beauty, fashion, and food & beverage (F&B) trends. The recent surge in foreign tourists visiting Seongsu also influenced this decision. In fact, foreign sales at existing Olive Young stores in the Seongsu area increased by nearly 300% compared to the same period last year, up to October this year. This contrasts with the approximately 90% increase in overall sales in the Seongsu area during the same period. To accommodate this, the store provides multilingual guidance, employs staff proficient in foreign languages, and uses electronic labels displaying product names in English.

Focus on Curation and Experience Instead of Display... From Skincare and Color Cosmetics to K-pop All in One Place

Color makeup zone created on the 2nd floor of Olive Young N Seongsu. Provided by CJ Olive Young

Among the five floors of Olive YoungN Seongsu, the first to third floors operate as sales spaces. Moving away from simply listing products, the store is organized around 'curation,' grouping products by theme and recommending them. To this end, the store space is divided into 12 specialized zones by beauty category. Specialized zones such as 'Trend Fountain,' which gathers the latest trends, and 'K-pop Now,' where K-pop artists' pop-up stores open, are also established. At K-pop Now, products of the K-pop idol 'Izuna,' who is scheduled to debut at the end of this month, were on display.

Upon entering the store, visitors encounter 'N Playground.' A distinctive feature of this area is the near absence of products. This is unusual considering that the first floor, which is the most accessible area in the store, typically houses key products. The first floor features pop-up zones of trendy brands and the Trend Fountain, capturing visitors' attention. Currently, the pop-up zone sells commemorative goods celebrating Olive Young's 25th anniversary. A limited-edition goods shop exclusive to Olive YoungN Seongsu is also located on the first floor.

The second floor and above house the main store areas. Unlike previous stores that densely displayed products, this space increases areas where customers can directly experience products. Specialized zones are organized by category, including skincare, color cosmetics, men's products, perfumes, wellness, and food, gathering related products together.

A customer visiting Olive Young N Seongsu is receiving eyebrow grooming instructions at the experience zone set up within the Men's Edit space. Photo by Lee Myunghwan

A customer who visited Olive Young N Seongsu is receiving skincare method education after a skin diagnosis. Photo by Lee Myunghwan

Experience services are another distinguishing feature of Olive YoungN Seongsu. Beyond simply trying products, the store offers services such as product usage education and personalized product recommendations. For example, in the skincare zone, experts diagnose individual skin conditions using specialized equipment and recommend skincare routines and tailored products. In the makeup studio, customers can receive themed makeup sessions while also learning makeup techniques. The Skinfit Studio is equipped with facilities reminiscent of a professional spa shop, allowing comfortable product trials.

Skinfit Studio Experience Zone set up at Olive Young N Seongsu. You can try skincare products here. Photo by Lee Myunghwan

From the fourth floor, spaces are designated for VIP customers, tenants, and Olive Young employees. A lounge area was created to facilitate collaboration between tenant representatives and Olive Young staff. Some spaces are large enough to host seminars and conferences. The 'Connect Studio,' equipped with broadcasting facilities for live commerce broadcasts by tenants, is also located on the fourth floor.

Facilities for Olive Young VIP members have also been introduced. Top-tier Olive Young members, called 'Gold Olive,' and holders of the private label credit card (PLCC), 'Olive Young Hyundai Card,' can enjoy specialized food and beverage (F&B) menus and beauty programs in the VIP lounge called 'Olive Members Lounge.'

Olive Young has set a goal to evolve into a global platform. Just as domestic offline stores have become essential shopping destinations for foreign visitors to Korea, the company aims to increase its presence overseas as well. Lee Seon-jeong, CEO of Olive Young, said, "Olive YoungN Seongsu, opened in commercial districts favored by global 20s and 30s generations as well as Koreans, will become a landmark store of global K-beauty, showcasing Olive Young's new strategies and initiatives first."

A collaboration space for tenant companies located on the 4th floor of Olive Young N Seongsu. Photo by Lee Myunghwan