Etude House

House of colour play

Etude House
What we did:
Research & Insights, Retail Strategy, CX Strategy, Customer Journey Mapping, Customer Experience Strategy, Retail Flagship Design, Retail Design, Retail Formats Design, Touchpoint Innovation, Communications Design, Brand Collateral, Content Creation
South Korea & worldwide

The Challenge

After a brand repositioning, Etude House’s flagship store and concepts needed a makeover. The existing store’s distinctive pink dolls house-inspired façade suited the previous Princess Fantasy concept perfectly but didn’t exactly match up with the brand’s new, sophisticated direction. To appeal to customers with a more mature mindset, we were asked to transform the flagship’s brand experience, looking at environment, communications and digital elements. They wanted to feel connected to their existing façade, yet more grown-up.

Etude House store design

Our approach & solution

Following immersive research and a deep dive into the world of Korean cosmetics, their target customer and global trends we created a destination where customers can be creative with cosmetics - the “House of Color Play”. To express Etude House’s “Sweet Dream” philosophy, the new space brings a sophisticated, confident attitude while staying true to the brand’s playful spirit.

Filled with colour, charm and fun, the space has the feel of a real home with a blend of classic and modern details. There’s plenty of individualised experiences throughout the store with a Personal Studio, My Color Finder and My Color Draping all to help customers find their most suitable products.

The concept has been rolled out across Etude House's retail portfolio to reflect the brand's repositioning in stores worldwide.

Though the iconic rose-coloured roof remains, we introduced a secondary palette to balance the brand’s trademark pinks.

Highlighting the brand's expertise, we used local weather data to promote products on digital screens, letting customers know the ideal products for certain conditions.

The Color Factory is where customers can blend bespoke lipsticks. They can then choose their favourite case and have it engraved with their name, giving a completely individual product.

Etude House interior design


Popai Awards 2018
Gold in Flagship & Store

What people are saying

Personalisation and experimentation are at the heart of Dalziel & Pow’s transformation of Etude House.” Stephanie Campisi

Let's make something great together. Contact us to start the ball rolling.

Get in touch today:

5–8 Hardwick Street

Related Projects

arrow-down icon arrow-left icon arrow-right icon back icon button-box_2_blocks icon button-box_3_blocks-c icon button-box_3_blocks-d icon button-box_3_blocks-stacked icon button-box_3_blocks icon button-box_4_blocks icon button-box_5_blocks-alt icon button-box_5_blocks icon caret-down icon close icon d-p icon dot icon dots-column icon dots-nine-01 icon dots-trio icon facebook icon fast-forward icon forward icon hamburger-cross icon hamburger icon instagram icon letter icon link icon linkedin icon mail icon pattern-dots-white icon pattern-dots icon pattern-smile-white icon pattern-smile icon pattern-wave-white icon pattern-wave icon pattern-zig-white icon pattern-zig icon pause-button icon pink-waves icon play-button icon rewind icon search icon smile-column icon smile-trio icon squares icon twitter icon wave-column icon waves-citrine-line icon waves-citrine-square icon waves-rect icon waves icon youtube icon zig-line-pink icon zig-line icon zig-square icon