Laneige has reopened its global flagship in Myeong-dong after an 18-month refurbishment, relaunching the space under the name Laneige Seoul. The three-floor store now centers on personalized services and immersive brand experiences across core categories.
Store Format Shifts Toward Bespoke Services
The updated flagship includes customized services for skin analysis, complexion matching, and lip products. The new format suggests Laneige is using its Seoul flagship less as a conventional brand showcase and more as a higher-touch retail environment built around individualization and trial.
That matters because major Korean beauty groups are continuing to use flagship stores to test service-led retail models rather than relying only on product display. In Laneige’s case, the redesigned Myeong-dong site appears positioned as both a consumer destination and a global brand statement.
