New retail blueprint as cosmetics brand Vidi Vici plans global expansion

18th May 2017

Korean makeup brand Vidi Vici, owned by fashion conglomerate Shinsegae International, has appointed design group GPStudio to create a retail blueprint for a global relaunch as it seeks to reposition itself as a competitor to brands such as YSL and Chanel.

Founded by makeup artist Lee Kyung-Min in 2004, the brand has 15 concession stores in Korea, three duty free stores and overseas outlets in North America and Hong Kong.

GSPstudio has been briefed to redesign retail environments, the physical shopping experience and other brand touchpoints. Creative concepts have been prototyped and tested in Korea, with a rollout in Korea and China now planned.

Further expansion in America and Europe is planned.

“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 GPStudio partner Gregor Jackson.