Shinsegae International's total beauty brand VIDIVICI said on the 3rd that it renewed and opened a standalone store on the basement first floor of the Shinsegae Department Store main branch on the 30th. This store is the first offline space introduced since the rebranding was completed and will be operated as a strategic base that intensively embodies the brand's new identity and direction.
The VIDIVICI Shinsegae main branch store has been created as a symbolic space that carries on its authenticity as a premium beauty brand and a first-generation makeup artist brand. Based on a calm yet luxurious salon concept, it is composed around black and beige (silk ivory), which apply the brand's new identity. The store interior and fixtures use a variety of textures such as black pearl, marble, and wood to visually express the brand philosophy that focuses on skin texture and radiance.
The new store is characterized by a significant expansion of product testing and experience spaces. It is designed to allow customers to freely experience products based on "skin core beauty." Customers can freely try major products such as the "Black Perfection Cover Fit Cushion (hereinafter Black Cushion)," "Clear Mild Amino Cleansing Foam," and "Perfect Eyebrow Pencil."
VIDIVICI plans to use this store opening as a turning point for global expansion this year. With foreign customer sales at the Shinsegae main branch increasing 82.3% year over year last year and the share of tourists rising significantly, the company will operate the location as VIDIVICI's flagship store and make it a key touchpoint for customers in Korea and abroad.
At the same time, it aims to accelerate the expansion of its distribution network in major global markets such as Japan, the United States, and China to strengthen the brand's growth momentum.
A VIDIVICI official at Shinsegae International said, "It is a space that inherits VIDIVICI's heritage, built as a department store–based premium brand, and can showcase the competitiveness of the rebranded VIDIVICI," adding, "We plan to operate it as a flagship store that clearly communicates the brand's essence and value."