London-headquartered Dalziel & Pow has created AmorePacific’s latest beauty concept store, My Beauty Atelier in Seoul. The design house describes the new store as AmorePacific brand “Aritaum’s “new benchmark for beauty retailing” in South Korea. The 90 square-metre store is a playground for inspiration and guidance which opened in October in Seoul’s Myeong-dong district. The My Beauty Atelier concept represents a new direction for Aritaum and will be applied to up to 300 stores with the product offer tailored to each location – such as a make-up focus in student areas or a high-end skincare focus in more mature neighbourhoods. #aritaum #seoul #thelocationgroup #shopopening #storeopening #elocationsuelocations