• 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

Never Say Never
March 13, 2018

Everlane has jumped onto the brick-and-mortar bandwagon, like so many other once online-only brands that now realize physical retail is a key component to their overall success.

Gaming the Gridiron
March 13, 2018

NFL Experience Times Square serves as an immersive retail attraction and football destination

The Gathering Place
March 13, 2018

Whole Foods Market’s new Chicagoland flagship is a modern, Instagram-worthy destination for neighbors to shop, eat, gather and call their own.

Eye-Dentify Yourself
March 12, 2018

Part social hub and part eyewear retail store, the new Eye-D multipurpose venue and retail concept in Istanbul is a funky alternative shopping space.