• 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

Express Yourself
August 20, 2018

Welcome to gender-free shopping.

In the Eye of the Beholder
August 17, 2018

Mußler Beauty by Notino aims to bring the online-offline brand to life in a distinctive space.

Shoe Show
July 20, 2018

Galeria Melissa invites customers into a space that merges art, fashion, design and sustainability for a next-generation retail space that serves as a cultural touchstone.

Going the Extra Aisle
July 19, 2018

Forget long, boring aisles. Italian co-operative group Extracoop has opted for a circular layout with product categories spinning off the central food market to create a hybrid extravaganza of shop-in-shops.