The Life


Emart, part of the Shinsegae retail group in South Korea appointed 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. 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 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.