Summary
To strengthen its image as a professional makeup brand, HERA opened its first makeup-focused store at Lotte Avenuel World Tower in Jamsil, marking a shift from its previous skincare consulting–oriented retail spaces.
Unlike traditional store layouts where customers circled the space for testing and consultation, the new store is designed to maximize both interior and exterior accessibility. This open and immersive layout enhances the self-testing experience while also enabling professional makeup services, evolving the store into a more dynamic and interactive beauty space.
Concept
The HERA store at Lotte Avenuel World Tower in Jamsil was designed with the concept of remodeling a classic European building—preserving the core identity of the brand while offering a refined reinterpretation, rather than pursuing a drastic transformation.
While HERA’s previous department store counters embodied a “modern classic” concept—featuring classical molding details and furniture accented with the brand’s signature purple—the newly designed store takes a more modern approach. Maintaining the brand’s signature lines and color palette, the space simplifies decorative elements, introduces bolder color accents, and places greater emphasis on product displays at the center of the experience.
The new store features clearly organized skincare tester displays for easy browsing, self-test–friendly makeup stations, and a dedicated space for professional makeup artist services. Together, these elements create a strong impression of HERA as a trendy, fashion-forward makeup brand—distinctly different from its previous store formats.
