Design firm: Collective B, Seoul

The details: Beauty brand Villa de Mûrir made its brick-and-mortar debut in Seoul last year with a design by Collective B that echoes blooming flowers or fruits ripe for the picking. “Mûrir is a lively beauty curation cosmetics brand that pays respect to the diversity of individuals,” says design director Dongwook Kim. “We planned diverse programs and designed free movement for customers so they can explore and enjoy the space according to their individuality or necessity.”

The two-floor, 6,000-square-foot indoor-outdoor space wears a whimsical shade of Millennial pink to complement its sleek curves and metal and acrylic accents. Circular motifs and leaf shapes pervade the store’s four designated zones, which are linked by blush-hued archways. On the ground floor, the Beauty Select Shop showcases products, while a production studio serves as a backdrop for YouTube content creators. In addition to a café, the upper-level makeup shop provides customers with five different treatments. “You can feel the colors change depending on the light and different angles,” Kim says. “This effect conveys its vibrant brand image.”

This article originally appeared in HD’s March/April 2020 issue.