Sophia Kim.

Creative Direction 
Experiential I Spatial I Retail  

Strategy

For the Sulwhasoo x Nordstrom Santa Anita project, Sulwhasoo, one of Amorepacific’s most prestigious skincare lines required a new retail presence within Macy’s Santa Anita.

Given the constraints of the existing environment, the primary strategy was to implement a retrofit solution that could operate within Nordstrom’s pre-established wall bay system. This meant preserving core structural elements, including standard shelving, while finding opportunities to introduce elevated brand expression within those limits. The goal was to balance compliance with Macy’s retail framework and reinforce Sulwhasoo’s luxury identity.

 

Design Approach

The design approach focused on working within the existing infrastructure while enhancing the visual and material experience. We retained Nordstrom’s standard shelving but introduced custom shelving elements with tailored framing to better align with Sulwhasoo’s brand guidelines.

Drawing inspiration from retrofit methodologies and Sephora’s VMD gondola system, the design was adapted to integrate seamlessly into the current setup. At the same time, refined detailing and material articulation were used to elevate the overall aesthetic, ensuring a cohesive yet distinctive brand presence within the department store context.