HERA Reflection Skin Glow Cushion Foundation Pop-up Store
헤라 리플렉션 스킨 글로우 쿠션 파운데이션 팝업 스토어
HERAJan 01, 2025
Summary
HERA Reflection Skin Glow Cushion Foundation Pop-up Store (hereinafter referred to as ‘Glow Cushion’) was operated for approximately
two weeks from January 20 to February 2, 2025, in The Stage on the first floor of Shinsegae Gangnam.
The pop-up store was designed with the goal of raising awareness of the newly launched Glow Cushion, attracting new customers, and
converting purchases through dense product experience. The space content and service programs of the pop-up store
were meticulously planned to these objectives.
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Concept
To ensure that the pop-up store fully embodied the theme of the Glow Cushion campaign—“a clear, pure light and the uplifting vibe of healthy, glowing skin”—we thoughtfully incorporated the product’s CMF* elements throughout the spatial design.
The glow of healthy skin was captured using soft pink-tinted tones, reflective surfaces, and delicate lighting.
To avoid monotony in the predominantly single-toned space, we added visual rhythm by introducing circular motifs that symbolize the cushion, along with matte silver accents taken from the product’s packaging and compact design.
Additionally, large digital screens and soft fabric lighting visuals were used to intuitively communicate the mood of the campaign, allowing Glow Cushion content to be delivered in an engaging and emotionally resonant way.
*CMF: Color, Material, Finishing
Zoning
The pop-up store was set within a long, narrow site measuring 20 meters wide and 2.4 meters deep. Due to the limited depth, it was challenging to create a spatial narrative with layers or depth.
Instead, we maximized the generous 20-meter width to design an open, inviting layout that feels accessible and comfortable for all visitors.
To draw attention, we placed large digital screens and eye-catching displays at both ends of the store—areas with the highest foot traffic thanks to their proximity to the escalators.
In contrast, the central zone of the store, where traffic tends to be the lowest, was intentionally activated with a slightly elevated makeup show stage, helping to draw visitors deeper into the space.
Between these zones, we placed medium and small-sized circular fixtures at generous intervals to ensure a smooth flow of movement.
This arrangement allowed visitors to naturally explore and enjoy the entire store experience from end to end, without visual or physical clutter.
Contents #1
The journey through the pop-up store begins with a bright, uplifting introduction to the newly updated Glow Cushion.
Accompanied by immersive campaign content, the space features translucent glass objects, oversized product dummies that showcase the cushion in an intuitive way, and fairy pink–to–skin-toned structures—all carefully curated to convey the essence of the Glow Cushion both directly and indirectly.
Contents #2
This space invites visitors to discover their own “Glow Moment” through an immersive and liberating product experience.
Five circular tables, inspired by the cushion motif, offer a free-form testing zone for the Glow Cushion, Black Cushion, and lip products.
Each table is thoughtfully equipped with finely angled mirrors, custom display units, and testers categorized in detail by texture and shade.
To ensure a pleasant and intuitive experience, special attention was given to the diameter of each table and the spacing between them—allowing guests to move freely and comfortably between stations while exploring the full product range.
Contents #3
This area is dedicated to helping each guest understand and embrace their unique beauty through personalized makeup consultations.
The 1:1 Personal Consultation is a reservation-only program led by professional makeup artists, offering a total touch-up service—from skincare to makeup.
The space and tools were carefully designed to show HERA’s signature beauty routine products while maintaining a luxurious atmosphere throughout the experience.
For walk-in visitors, a Casual Consultation zone is also available, offering light touch-up services focused on cushion and lip products.
Materials that highlight the textures and color shades were thoughtfully selected to bring out the full richness and vibrancy of HERA’s palette.
All display units are built into the tables to maximize surface area and enhance ease of use.
Contents #4
Exclusive purchase benefits, available only at this pop-up store, were prominently displayed throughout the space to activelyto actively encourage purchases.
In addition, complimentary packaging services—offered regardless of purchase amount—were provided to help guests take home a piece of their joyful experience and extend the emotional connection beyond the store.
Outro
For this pop-up store, we envisioned a journey to help each visitor discover their own glow.
The space was designed with the hope that everyone who steps inside would uncover the unique light and beauty.
We extend our heartfelt thanks to our partners, internal teams, and especially our customers who joined us on this journey.
With unwavering inner light, we celebrate and support every ‘Seoulista’—those who boldly live each day with their own vibrant glow.
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