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We've transformed the flagship store of South Korean cosmetic label Etude House to reflect its new brand positioning. Unveiled in May 2017, the Myeong-dong flagship store, is presented as an interactive beauty destination, the “House of Color Play”, where customers can be creative with cosmetics. Bringing a sophisticated, confident attitude while staying true to the brand’s playful spirit, it expresses Etude House’s refreshed “Sweet Dream” philosophy. The enhancements include digital interactions, a revamped store façade and a cohesive brand identity for Etude House.

Where, When

Myeong-dong, Seoul, South Korea

About the client

Etude House is one of South Korean beauty giant Amore Pacific's key brands and has been providing women with beautiful cosmetics since 1985. Etude House Seoul was launched in 2005 and has become instantly recognisable for its sweet packaging, eye-catching doll's house.

A bit more detail

The store offers a brand experience over three floors. Complementing the refreshed façade are the sleek, on-trend and contemporary interiors that instantly wows customers entering the store and offers a glimpse of the mezzanine level. D&P devised a layered approach for the retail experience principles: essential touchpoints reflect the core store offer for target customers, while signature touchpoints were designed to elevate the Etude House experience above and beyond its beauty retail competitors.


The mezzanine level introduces a Personal Studio offering, My Colour Finder and My Colour Draping services for finding each customers’ most suitable shades. New ‘Find your Look’ demos empower and educate customers, adding a unique Etude House twist by including skincare to the how-to guides. D&P introduced nine signature looks for this section, with beauty experts on hand to demonstrate and advise. Digital is also a strong part of the Etude House experience, with expanded product stories and immersive tutorials.

More projects

5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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