We designed a promotional space to announce the launch of Red Energy Recovery Serum, Mamonde’s 2019 signature serum product, which contains Blossoming Energy™, the blossoming birth energy discovered by Mamonde through 28 years of flower research, and represents the essence of the brand.
At Myeongdong Mamonde Boutique, the only exclusive Mamonde store in Korea, we aimed to express the powerful ‘Red Energy’ across the facade, floor, and interior, and promoted the power pack in Myeongdong, the center of K-beauty, and three Olive Young stores in major cities across the country. (Myeongdong Main Store in Seoul, Gwangbok Main Store in Busan, and Dongseongno-ro Store in Daegu)
Concept
Considering the fast-paced and competitive nature of the Myeongdong cosmetics district, we actively incorporated a vivid, high-chroma red to capture customers’ attention quickly and powerfully. Given that the space is divided into multiple small sections, making visual unity challenging, we adopted a bold color-blocking approach—applying a single striking color across relatively large surfaces for maximum impact.
We incorporated a variety of materials—including fresh flowers, exterior foam fabrics, chemically preserved flowers, paper crafts, and soap crafts—to powerfully convey Mamonde’s “red energy” both inside and outside the store. Inspired by the research institute’s first discovery of snow melting around a flower, we created a model of the flower, along with carts, signs, easels, flowerpots, and buckets reminiscent of the Mamonde Garden, all reinterpreted in Mamonde’s signature modern vintage style.
Additionally, to communicate the product benefits, we used a staircase display and arrow motifs to intuitively present numerical data showing significant skin improvement after 5 and 14 days. We also designed the Mamonde Brand Identity (B.I.) video and the *Blossoming Energy™* comparison experiment video to be played repeatedly, ensuring continuous exposure to customers.
Overall, we translated the flat, 2D product IMC visuals into a three-dimensional commercial space, creating a self-selection area where customers can explore and experience the products from multiple perspectives.
