gpstudio has been appointed by beauty brand Vidi Vici to create a blueprint design as part of an international relaunch for the Korean brand, whose owners are repositioning it to sit alongside YSL and Chanel to build its presence as an international brand.
Launched by make-up artist, Lee Kyung-Min in 2004, Vidi Vici was bought by Shinsegae International in 2012. Under its new ownership, the brand was then relaunched in 2014 with new products and packaging designed by Baron&Baron New York. Today, Vidi Vici has 15 full concession stores in Korea, three duty free and at least five more overseas including outlets in North America and Hong Kong.
Now, gpstudio’s brief is to redesign the retail environment, physical experience and touchpoints for the brand. The retail design studio has generated creative concepts, detail designs and prototype testing in Korea. The aim is to now roll-out the new retail design in Korea and China with further expansion in North America and also Europe scheduled to take place from summer 2017.
'The Korean beauty market is riding the crest of a wave at the moment and Vidi Vici is very much at the forefront of this, ' says Gregor Jackson, partner at gpstudio. 'To tackle head on many of the established brands in the beauty arena is no mean feat, but I believe through a thoroughly creative and diligent design process, we have achieved this.'