Seoul Beauty Fashion Lounge “B the B,” which was introduced together at the Dongdaemun Design Plaza (DDP), has been drawing explosive responses since its opening on September 30. B the B was created as an experiential exhibition space where citizens and foreign tourists can freely visit and naturally experience Seoul’s beauty and fashion culture. “B the B” was visited by about 100,000 citizens for about two months after its opening through various field events and SNS-oriented promotions, and has produced more than 7.8 billion won in sales support through collaboration with online platforms.
Seoul Beauty Fashion Lounge “B the B” is a beauty fashion brand product exhibition and experiential space in the DDP design market, and consists of four lounges: Brand, Lifestyle, Beauty Tech, and Communication.
“B the B” is a space brand that means “Be the Beautiful” and contains the message of “a space where you discover yourself to be a beautiful person through a new perspective and experience on beauty.”
Seoul Beauty Fashion Lounge “B the B” provides citizens with new public value by harmoniously organizing four different spaces around interior design that adopts the concept of BioPhilia (human instinctive love for nature and life) of coexistence with life. It will serve as a platform between citizens and beauty fashion contents in Seoul, and citizens can experience a new perspective on beauty in a space that combines nature, eco-friendly and beauty.
At the Lifestyle Lounge, products from fashion companies supported by the fashion commerce platform Brandy and the Seoul Business Agency are displayed, giving a glimpse of the Seoul Fashion Trend. (Always in progress)
<Beauty Tech Lounge> offers innovative AI beauty tech products that show the future of the beauty fashion industry. There is an exhibition where citizens can experience Lulu Lab’s “LUMNI,” which recommends cosmetics products that suit them through skin diagnosis, and Milleroid’s products that find hairstyles that suit them. (Always in progress)
“Communication Lounge” is a space where beauty brands that Musinsa and the Seoul Business Agency are jointly fostered and will be created as a resting place for citizens to use at any time, serving as an oasis in the city center. (Always in progress)
Experiencing Seoul’s beauty fashion, which incorporates the fourth industrial technology, once again confirmed Seoul’s technology and potential to lead a new fashion trend.
It served as an opportunity to promote the differentiation of Seoul, which led the fashion industry in a different way than before, and the positive development direction of Seoul beauty fashion.
Kim Hyun-woo, CEO of SBA, said, “There is a possibility that Seoul’s fashion and beauty industry will not follow the Milan method, but if technology and data are combined.” “If B the B ties DDP and Dongdaemun clusters together, the ripple effect will be inferior,” he said. “We will help Seoul establish itself as a global beauty industry hub.”
