Inside Playlab, Inc.’s Interactive Four-Story Laneige Flagship in Myeongdong

SummaryPlayLab, Inc. designs Laneige’s Seoul flagship, a four‑floor interactive retail space in Myeongdong.Each level highlights bespoke product experiences, from Cream Skin to Lip Sleeping Mask Swirl.A massive, glossy red sculptural tube spirals through the building, connecting all floors.Creative studio Playlab, Inc. has designed a vibrant new flagship store for Laneige, a well-known K-beauty brand. Located in the bustling Myeongdong district of Seoul, the new store spans four distinct floors...