The content was centered on Missha’s Artemisia (mugwort) skincare line, under the concept of “the nation of mugwort,” and set within Insadong, a culturally symbolic location. The space was designed to go beyond the typical structure of a cosmetics retail store—inviting visitors to experience the brand not only through touch and application, but also through taste, smell, and sight, engaging all five senses.
We based the spatial and branding concept on the legend of Ungnyeo, the bear who became human by eating mugwort—a story from Korea’s founding myth, Dangun mythology. Ungnyeo, once a bear, endured a trial of isolation in a cave, abstaining from sunlight and living only on mugwort and garlic until she transformed into a human. She later became the mother of Dangun Wanggeom, the progenitor of the Korean people.
Drawing from this myth, we envisioned “The Temple of Ungnyeo”—a sacred space honoring her benevolent spirit and transformation. Within this temple, a single cup of mugwort tea offers a moment of purification and tranquility, inviting visitors to cleanse their bodies and minds while connecting with the ancient story that symbolizes endurance, transformation, and rebirth.