Etude House

House of colour play

Etude House
What we did:
Research & Insights, Customer Experience Strategy, Communications Design, Retail Design
South Korea & worldwide

The Challenge

After a brand repositioning, Etude House’s flagship store 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

The Solution

A revamped store façade, personalised experiences and added digital features turned the dolls house into the “House of Color Play”, a beauty destination where customers can be creative with cosmetics. Designed to express Etude House’s “Sweet Dream” philosophy, the new environment brings a sophisticated, confident attitude while staying true to the brand’s playful spirit. The concept has been rolled out across Etude House's retail portfolio to reflect the brand's repositioning in stores worldwide.

Home makeover

Filled with colour, charm and fun, the store has the feel of a real home with a blend of classic and modern details. Though the iconic rose-coloured roof remains, we introduced a secondary palette to balance the brand’s trademark pinks. On the side of the façade is an eye-catching pink door, now a popular Instagrammable spot for tourists in Myeong-dong.

Helpful tech

Digital screens and tech make a visit to the House of Colour Play even more informative than browsing the website. Expanded product stories, immersive tutorials and future-forward tech such as specialist skin tone scanners help elevate the customer experience.

A personalised experience

There’s plenty of individualised experiences throughout the store. A Personal Studio, My Color Finder and My Color Draping services can be found on the mezzanine level, helping customers find their most suitable shades. On the second floor is the Color Factory, where customers can blend bespoke lipsticks at the My Lips Bar with cutting-edge beauty technology. Once they’ve made their shade, they can choose their favourite lipstick case and have their name engraved on the packaging, giving them a completely individual product to take away and treasure.

Intelligent communication

When it comes to beauty brands, Korean customers have high expectations of both products and experiences. To highlight Etude House’s expertise, we used local weather data to promote products on digital screens, letting customers know what products are ideal for that time and weather conditions.

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