A Stable Life and a Healthy, Sweet Lifestyle

After coming back home from a busy day at work, people find small pleasures in their daily life by reading a book and relaxing themselves in a cozy room. Everyone wants to have time of their own and enjoy a decent break amid a hectic life, and especially it means a lot to ladies in their 20s and 30s. In an attempt to relieve any boredom in their life, many ladies use scented candles and aromatic diffusers, decorate their houses with beautiful items, and treat themselves with natural products. In fact, these endeavors become a popular lifestyle trend. Beyond just a trend, we wanted to create a brand that introduces a wide range of aromatic and healthcare products as well as home living and décor and suggest a steady and healthier lifestyle. To this end, we needed to establish an original story that can touch people’s emotions.

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A White House in the Woods

The brand’s name “HEIM” is a German word, which is an equivalent of the English word “home,” and contains a wish to be a place where customers feel as comfortable as at home and find a state of tranquility and composure. The whole concept of HEIM is based on a “white house,” that provides people with a shelter to take a rest. The HEIM’s symbol has a motif inspired by the shape of a house, displaying a simple design with white space, and the interior of the store also generates the atmosphere of home. By applying the shape of a house, we aimed to build a powerful symbolic image of HEIM.

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Aires Mateus / House in Leiria, 2010

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A Place with an Empty Space, Shining amid Complexity

Our HEIM project was carried out as a collaboration with LeeWooJin Associates, and the store is now situated inside Hottracks at the Gangnam Branch of Kyobo Book Centre. Bringing store-within-a-store concept, the biggest challenge in making the HEIM store was to assign a mood different to that of Hottracks and build a room with a sense of relaxation in a limited amount of space. It was important that the store should look simple and have enough spaces while displaying diverse products. We started from imagining a white store filled with great products and consumers leisurely enjoying the visit. The white color that serves as a big canvas in the store stands for cleanness, while wooden materials represent the healthy nature, and ambient lightings adds warm atmosphere to the entire store. As there are so many number of products in the store, only white, simple display stands and furnishings are used to make the products stand out. Moreover, pictograms by product category help consumers’ movement in the store, and convertible display stands improve the effective management of products.

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The most important part of designing the HEIM store was to make consumers enjoy a restful shopping, free of interruption and interference. In order to give them a comfortable time, everything in the store should be natural. The furnishings in the store need to clearly deliver information on the products and to show coherent design with the brand image. Last but not least, we prepared a guideline for the HEIM staff not only about their uniform, greetings, and behaviors, but music playlist for the store. All of these are our efforts to deliver the HEIM story to the customers in a more exquisite way.

POP displays in the store are also designed to show the same concept with the brand image.

POP displays in the store are also designed to show the same concept with the brand image.

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To deliver the concept and purpose of the brand, the guideline book and its cover were made with environmentally friendly paper and cypress, respectively.

To deliver the concept and purpose of the brand, the guideline book and its cover were made with environmentally friendly paper and cypress, respectively.

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  • PROJECT OVERVIEW

  • CLIENT

    Kyobo Hottracks

  • BRANDING

    Brand Strategy - sampartners
    Naming - sampartners
    Verbal & Visual Identity - sampartners
    Signage - sampartners
    Photo - sampartners

  • PLANNING

  • DIGITAL

  • PRODUCT

  • TYPEFACE

  • ARCHITECTURE

    Concept & Design Development - Lee WooJin Associates
    Construction - KYOBO REALCO Inc.
    Photo - Lee WooJin Associates

  • COLLABORATION ARTIST

  • CONTENTS

  • SIGNAGE

  • PRINTING

  • TEAM of ©sampartners

    Executive Director - 김지훈
    Creative Director - 강주현
    Designer - 김시내, 김만기
    Project management - 홍상현

  • PRESS

  • 교보문고 강남점, 도심속 휴식공간으로 새단장 ⎪MAR 23, 2015