To showcase its in-house lifestyle brand JAJU, Shinsegae International teamed up with PIRA DESIGN to create a series of homey retail displays. Showcased inside malls, department stores and other stops, the new spaces feature a flexible format that can be adapted to different locations.
Stemming from the concept of 'urban nourishment,' PIRA DESIGN created a series of lifestyle vignettes that help consumers envision themselves in different parts of the home as they shop. Each home-inspired setting is highly tactile, giving consumers an opportunity to interact and engage with the products in a hands-on way. The overall idea is to create aspirational spaces that project the essence of a modern urban lifestyle in South Korea.
With many South Koreans living in cities, the unique layout of the JAJU stores demonstrates a unique way of appealing to urban consumers.