Context
Traditional luxury shopping can feel exclusive; online options often lack the personal touch and elevated experience that luxury shoppers expect. R.LUX is Coupang’s answer: a branded commerce experience that brings each brand’s heritage to life and helps customers find products matched to their preferences.
Approach
Each brand shop on R.LUX is customizable to showcase the brand’s identity, paired with data-driven widgets that surface tailored recommendations. The result is a shopping surface that reads as a flagship boutique for each label, not a catalog row in a mass-market store.
With effortless online gifting and 24-hour delivery nationwide, R.LUX redefines what luxury shopping can be in the digital age.
Outcome
R.LUX shipped and won the iF Design Award in the User Experience category — one of the few user-centered design awards I’ve been part of from end-to-end at Coupang.
