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.
