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