Photography©Young Kim
The Cell Company
Flagship Store
Dongwook Kim, Yoonjin Lee, Seokmi Hong, Taesoo Kim, Minjeong Choi
Young Kim_Indiphos

About Villa de Mûrir

Villa de mûrir is the flagship store of beauty curation brand mûrir at which customers can experience mûrir’s signature Beauty Pairing service. Collective B created an interior design that works as an effective brand communication touchpoint for millennials looking for a break from everyday routine at which they can explore their personal beauty.


Space Program

The experience Villa de mûrir provides exceeds that of a plain cosmetics retail store.
The four programmatic sections distributed on two floors are arranged in a way that they can be seen at any time regardless of the customer journey through the space:

The Concept

The interior design concept for Villa de mûrir was inspired by
keywords derived from the mûrir branding.


the   Design

In the entrance area, the ceiling installation of mûrir free circle  objects and
leaf-shaped objects bridges the 15 meter long distance between the street and the actual retail space and stimulates curiosity about the beauty curation brand’s venue. After passing this entrance area, the Open Studio with transparent windows allows
an insight into the creation process of makeup content.

The Makeup Zone feels like an extension from the public area and allows visitors to
naturally feel connected to the makeup spaces, while automatic screens provide privacy at each station. Objects painted in gradual mûrir pink color tones are installed in between the makeup chairs so that customers can enjoy the makeup service treatment undisturbed.


The Cafe area features the strongest exhibition of mûrir pink applied to the walls.
mûrir free circles  in various sizes and multi-colored furniture clearly communicate the brand message of “Lively Beauty” in a consistent manner.