• The new flagship of Etude House in Myeong-dong, Seoul, South Korea, ha been repositioned as an interactive beauty destination—dubbed the House of Color and Play.

  • Still pretty in pink, but the enlarged opening reveals the format changes at Etude House.

  • A new pink door on the side of the building creates social media opportunities for shoppers and tourists.

  • The Personal Color Studio helps shoppers find the most suitable shades.

  • Make-up mavens can blend custom lipsticks at the My Lips Bar.

  • An empowered tone in design and wording has made the central message contemporary, while retaining the original “princess” ethos.

More Projects Galleries

All Dolled Up
June 19, 2018

Iconic doll maker American Girl’s New York flagship in Rockefeller Center celebrates the brand’s devoted community with a retail space that inspires and enhances the connection between a girl and her doll

Fitness, Meet Fashion
June 19, 2018

Athletic brand Reebok moves its headquarters to Boston and unveils a new flagship store that conveys a full brand experience, blurring the athleisure lines of fitness, lifestyle and instant gratification

Glam Gallery
June 18, 2018

Is it a store, a restaurant, a museum or some over-the-top mansion? None of the above. It’s RH West Palm, The Gallery at CityPlace—a dazzling, four-level brick-and-mortar flagship in downtown West Palm Beach, Fla., that aims to change the way you furniture shop.

Showroom Spaces
May 16, 2018

Arjav Shah, interior project designer at Perkins+Will, looks at showroom spaces in retail.