The latest offering from Landini Associates for South Korean eco-skincare brand Primera is a redesign of their retail flagship store in Myeong-dong, Seoul. Opened in late 2018, the new design is a modern reinvention of the highly successful “Botanist Atelier” concept, which was first conceived by Landini Associates in 2012. Since then this has evolved through two department store concepts and a packaging relaunch in 2016. Whilst still maintaining the principles of the original concept – a combination of nature and science – the reinvention is a departure from the previous thematic store and has been developed to appeal to an increasingly sophisticated audience. The ambience is more refined, celebrating the science behind the natural efficacy of Primera’s product. The brand story is told through an increase of natural materials and instore herb gardens, whilst props such test tubes and scientific apparatus express Primera’s extensive scientific research into the Power of Nature. The result is sophisticated and paired back whilst still retaining the iconic elements of ’Botanist Atelier’ such as natural drawings, photography and the central consulting table. The interior provides a perfect backdrop to the brand’s packaging, redesigned by Landini in 2016. This new look draws inspiration from dictionaries and scientific text books with a custom designed symbol system to educate the customer on the product. The façade, too, has been completely overhauled to create a simplified, open and welcoming shopfront.