Sophia Kim.

Creative Direction 
Experiential I Spatial I Retail  

Strategy

The Sulwhasoo x Macy’s Victoria Gardens project involved the opening of a new retail space within Macy’s, replacing the former Blue Mercury location. The renovated beauty area was developed in coordination with Macy’s internal general contractor and shared alongside luxury skin care brands including SK-II and La Mer.

A key part of the strategy was managing communication between the Sulwhasoo brand team and Macy’s store planning team to ensure alignment throughout the project lifecycle. This included coordinating design expectations, construction timelines, and operational requirements while maintaining a cohesive integration within the larger beauty department renovation. Vendor selection and collaboration were also carefully managed to support smooth execution and installation.

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Design Approach

The design approach focused on integrating Sulwhasoo’s brand identity into Macy’s existing architectural framework while accommodating retailer requirements. We led the design submittal and approval process with Macy’s and oversaw the installation coordination with the millworker to ensure accurate execution in the field.

Because the existing Macy’s perimeter wall frame needed to remain, the design was developed around this structural condition and incorporated into the overall spatial planning. Careful consideration was given to how the fixture design, proportions, and detailing could align with Sulwhasoo’s luxury aesthetic while fitting seamlessly within the renovated multi-brand beauty environment.