Collective B, a brand and commercial design consultancy located in Seoul, Republic of Korea, has given a new beauty brand, Villa de Mûrir, its first physical store.

位于大韩民国首尔的品牌和商业设计咨询公司集体B公司推出了一个新的美容品牌-Mrir别墅，这是它的第一家实体商店。

Collective B describes Villa de Mûrir as a ‘beauty curation brand’ and a ‘beauty pairing community’ which in this case means, for example, that the store sells Mûrir’s own branded products as well as select other beauty brands and provides a dedicated space for social media content creation.

集体B将Mrir别墅描述为“美容策划品牌”和“美容配对社区”，在这种情况下，这意味着该商店出售自己的品牌产品，并选择其他美容品牌，并为社交媒体内容的创作提供了一个专用空间。

Collective B was in charge of the naming, all of the branding work, packaging, as well as the interior design of the store.

集体B是负责命名，所有的品牌工作，包装，以及商店的内部设计。

The name is based on the French verb mûrir that means to ripen, mature or mellow.

这个名字是以法国动词Mingrir为基础的，意思是Ripen，成熟或成熟。

The store is located in the trendy, upscale Garosu-gil-street area, where local boutiques and brands are now competing with international comers, including Maison Kitsune, Aesop as well as Apple’s first South-Korean store that opened this January.

这家商店位于时尚的高档Garou-Gil-Street地区，当地的精品店和品牌现在正与国际市场竞争，包括MaisonKitsune、Aesop以及今年1月开业的苹果的第一个韩国商店。

But Garosu-gil is not a traditional high street but its trendier, artsier cousin. Collective B’s Korean client, The Cell Company backed by Chinese investments, wanted this first location to differentiate the brand from traditional high-street beauty brands, yet be in proximity to similar, more boutique-y brands.

但Garou-Gil不是一个传统的高街，而是它的时髦、艺术的表妹。集体B的韩国客户，这家由中国投资支持的手机公司，希望这个第一位置能将品牌与传统的高街美容品牌区分开来，但接近类似的、更多的精品品牌。

Villa de Mûrir occupies an entire low-rise building completely renovated for this purpose. The concept covers nearly 351 square metres (3,337 sq. ft) inside on two floors, and 210 sq. metres (2,260 sq. ft) outside.

VilladeMingrir为该目的完全翻修了整个低层建筑。该概念涵盖近351平方米(3337平方米)。2层内部和210平方英尺的内部。米（2,260平方米。FT)外部。

At first glance, the interior is open, curvy and very pink. In fact the pink colour is a bit much for our taste, but we do love the outside. The pastel-hued archway and soft lighting are inviting and create a feel of entering something different and new.

乍一看，室内是开放的，曲线和非常粉红色。事实上，粉红色有点适合我们的口味，但我们确实喜欢外面。色彩柔和的拱门和柔和的灯光正在吸引和创造一种进入不同和新的东西的感觉。

The pink most likely appeals to the target audience, however. Squarely aimed at Korean social media savvy female millennials, the store is divided into four distinct areas. On the ground floor are the Beauty Shop, where Mûrir’s own beauty products as well as other select beauty brands are sold, and the Open Studio, a production studio for YouTube and social media content creators.

然而，粉色最有可能吸引目标观众。针对韩国社交媒体精明的女性千禧一代，该商店被划分为四个截然不同的领域。在一楼是美容店，在那里销售自己的美容产品以及其他精选的美容品牌，开放工作室是YouTube和社交媒体内容创作者的制作工作室。

On the second level are the Makeup Shop that offers five makeup treatments developed for the brand and the Café.

第二层是化妆店，提供为品牌和咖啡厅开发的五种化妆疗法。

The future expansion of the Mûrir brand is expected to include taking the concept to other Asian and international markets and including other beauty, wellness, lifestyle and hospitality components. Tuija Seipell.

Mingrir品牌的未来扩张预计将包括将理念引入其他亚洲和国际市场，包括其他美容、健康、生活方式和酒店组件。TuijaSeiell。

Location 21 Dosandae-ro 11gil, Gangnam-gu, Seoul

地点21 Dosandae-ro 11 gil，Gangnam-gu，汉城