Shinsegae, the oldest and largest department store in Korea, approached N&R with the goal of transforming their one-year-old in-house jewelry brand Addir.
The first Addir opened January 2017 at Deagu Shinsegae branch. Upon its conception the brand was focused on ‘Affordable Luxury’ and sold jewels which were popularly positioned as on trend and entry level.
Based on customer response and untapped market potential after one-year in business, Shinsegae decided to reposition Addir within the Korean market to what they describe as an ‘Ultimate Luxury’ brand. The revised product line includes new High Fashion Jewelry Lines and an added selection of their upmarket Diamond Collections.
The elegant new boutique is simplistic in layout, using a sophisticated palette of stone, mirror, and warm metals to evoke a sense of calm. All new showcase details and lighting are designed for minimal distraction and increased focus on the all new product lines.