Located inside the multi-shopping mall Starfield COEX, the Etude House COEX store offers a unique makeup experience through its extensive range of color products—one of the brand’s key strengths. Breaking away from the conventional island-style display, the store features wall-mounted shelves for testers and front-facing displays for regular products, maximizing color visibility and enhancing the customer’s interaction with color. A digital panel above the makeup wall dynamically presents color and texture visuals, reinforcing Etude’s expertise in makeup. Additionally, an efficient traffic flow has been designed to improve product visibility and allow customers to browse comfortably—even within the store’s relatively compact size. This design approach creates a space that delivers both brand experience and shopper experience.
Concept
1. Maximized color spectrum
: Even in a compact 33㎡ store, the full range of approximately 1,000 SKUs is maintained. Makeup products are placed at the front to enhance the impact of the brand’s color offerings.
2. Color wall display innovation
: Moving beyond simple display methods, the wall-based color presentation highlights product features and shades, allowing customers to browse and select colors intuitively.
3. Store Identity 4.0ver
: Materials and design elements consistent with Etude’s new Store Identity 4.0ver are incorporated to express the brand’s core traits—Lovely, Playful, and Trendy.
The store renewal began with a goal: to create a joyful and convenient shopping experience in a limited space while showcasing the brand’s strength in color. The entire color category is presented along the wall, and the top of each product’s packaging is displayed outward to maximize visual impact and emphasize color zoning. Rather than relying on static visuals, digital content is used to enhance the shopping journey. Dynamic video displays placed above the wall shelves capture customer attention and infuse energy into the store environment.
