PlayLab goes floor by floor, turning each skincare step into a stop on the ride, where routines are swirled, blended and built in real time. FRAME’S take On one of Myeong-dong’s busiest shopping streets, the Korean skincare brand’s flagship gives little away beyond its blue-tiled façade and roller-coaster-like installation glimpsed through a grid of windows. The 400-sq-m space spans four floors, its ground level given over to the brand’s core products before the journey properly begins.
