Visual Merchandising in Seoul

Observing the Visual Merchandising (VM) in Seoul the city will interesting fashion and cosmetics related brands.

Ader Error's store display

There is a list of brands that I research when it comes to VM, so I tried to search the keyword "Unique VM in Korea", and of course Gentle Monster, the famous Korean spectacle brand will appear, and when I scroll more and click to one of the website called Travelcene, wherein they shared about the trip to Korea to observe Korean brand's visual merchandising, and some of the brands that they discovered was actually the same as the brands that we are going to such as Ader Error.

These are some of the brands with unique VM I saw in Seoul:

1) 3CE

I visited two 3CE store, the one in Hongdae and Myeongdong. In Hongdae, the visual merchandising was unique only when they display the accessories in plates with candles to depict a fine dining scene with a fake swimming pool area in the 3rd floor of the brand's cafe to remind us about the cafes in public swimming places, but the one in Myeongdong which goes with the hotel theme, has more interesting things to look, because when you enter, in the ceiling you can see a bed and a chandelier covered in cloth being hang on top of you, and as you go to the second level, you will see a bathtub full of water to showcase the makeup areas that goes with the theme of Spa, and when you proceed to the 3rd floor, there will be hallways full of doors in each side to look like a hotel hallway.

2) Ader Error & Day After Day

This store has the most memorable VM in compared to other brands, it was because of the unusual way of displaying the merchandise, imagine a hole in the wall that you can use to drape a coat, and instead of a mannequin, some part of the model face and body will be printed like a poster and pants will be drape down the floor to create a look.

Ader Error pants draping from the poster

3) Chuu

The Chuu store I visited in Myeongdong was filled with Supermarket theme visual merchandise, so even some of the merchandise such as T-shirt was hang in a working refrigerator and there was a forklift that was place in the second floor to make the second floor looks like a warehouse, wherein the clothes were also hang in a warehouse wire hanging racks. There were also an arcade machine to create a retro feel, completed with retro posters and radio to bring back the old memories.

Warehouse like theme for the second flore of the Chuu concept store

The trip was a good chance for the students to gain more exposure to VM, I personally learn a lot when it comes to VM, because I have always think that VM is about putting clothes in mannequin in the store front, and now I realised that modern VM style is when the whole store can be the VM, to not only attract the customers from the store-front, but to make sure they are able to navigate within the store where the merchandise were located.