The Life
E-mart
 
 
Build your home beautiful
We have sought to present a rounded but uplifting vision of how The Life’s products might fit into their customers’ homes and daily lives.
Photography by Takuya Watanabe of Nacasa and Partners
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Emart, part of the Shinsegae retail group in South Korea enlisted Conran and Partners to create a brand identity and retail environment for The Life, a new home furnishings division.

The brief was multi-layered; the flagship store concept needed to be self-contained and flexible, providing a shop within a shop that could be placed within larger Emart hypermarkets.
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The products themselves are seen as affordable luxuries for a well-informed but relatively young audience, particularly first-time buyers looking to furnish their new homes. The layout and aesthetic of The Life needed, therefore, to cater to this market.

The brand design and identity we created features a little bird building its nest and the strapline, “Build your home beautiful.”
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Our approach aimed to draw young home-makers into big spaces offering a wide range of homeware, furniture and lighting. Customers are steered through the space via two clear streets and past a series of pavilions, each hosting sets of rooms which can be easily adapted according to the season.
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The combination of room sets alongside the two streets carry visitors through the store, with an open, central area offering the feel of a piazza or sunken courtyard suggesting both space and volume. The product sections, called the marketplaces, are pushed to the wings, clearly signed and logically defined to help customers navigate the store with ease.
Awards
 
 
 
FX Award
Retail Space
 
2016
The Life
Shortlisted
 
 
International Design Excellence Awards
Retail Design
 
2016
The Life
Shortlisted
 
 
World Interior News Award
Retail Space
 
2016
The Life
Shortlisted
 
 
Design Week Awards
Retail Interiors
 
2016
The Life
Shortlisted
 
 
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