'Korean Beauty Edit x Boots' at Boots Beauty School Live UK
Summary
Three brands—Mamonde, PRMR, and Illiyoon—participated in the ‘Boots Beauty School Live’ event in the UK.
This event is a large-scale premium training program targeted at 1,800 Beauty Specialists working in Boots stores across the country. Having newly launched in Boots, the UK’s leading MBS channel, under the ‘Korean Beauty Edit x Boots’ category, these brands were given the opportunity to host a booth introducing themselves at this year’s event.
The Creative Center’s Next Space Team was responsible for the booth’s spatial design. The space was planned to ensure the three brands blended harmoniously. The design focused on clearly conveying visual identities so that Boots staff could experience the brands firsthand and intuitively connect that experience to the in-store products upon returning to their branches.
This event is a large-scale premium training program targeted at 1,800 Beauty Specialists working in Boots stores across the country. Having newly launched in Boots, the UK’s leading MBS channel, under the ‘Korean Beauty Edit x Boots’ category, these brands were given the opportunity to host a booth introducing themselves at this year’s event.
The Creative Center’s Next Space Team was responsible for the booth’s spatial design. The space was planned to ensure the three brands blended harmoniously. The design focused on clearly conveying visual identities so that Boots staff could experience the brands firsthand and intuitively connect that experience to the in-store products upon returning to their branches.
In mid-August, just as preparations for the Boots launch of Mamonde, PRMR, and Illiyoon were in full swing, we received a request from Boots UK to participate in ‘Boots Beauty School Live’ with a new brand booth.
At the time, the only information provided was the event date and the fact that a 3m x 3m space would be allocated somewhere on the floor.
With less than two months remaining until the event, we had to rapidly proceed with the booth design under a very tight schedule.
* (Right) Our booth, destined to be located somewhere within this floor plan.
* (Right) Our booth, destined to be located somewhere within this floor plan.
We set a simple design direction.
First, we aimed to maximize the use of the design assets intended for the Boots store rollout. This was to ensure that after Boots staff experienced the three brands at the event, they could intuitively connect the dots when the brands later launched in stores, recognizing them instantly: “That’s the brand I saw at the event!” Second, since we were unable to assess the venue environment in advance, we focused on creating a bright, eye-catching booth by making active use of lighting within the allowable budget.
We proceeded with the design with these two points as our top priorities.
First, we aimed to maximize the use of the design assets intended for the Boots store rollout. This was to ensure that after Boots staff experienced the three brands at the event, they could intuitively connect the dots when the brands later launched in stores, recognizing them instantly: “That’s the brand I saw at the event!” Second, since we were unable to assess the venue environment in advance, we focused on creating a bright, eye-catching booth by making active use of lighting within the allowable budget.
We proceeded with the design with these two points as our top priorities.
Initially, we proceeded with the design assuming only two brands would participate, but the plan changed midway to include all three.
Furthermore, once the booth location was confirmed, we were informed that a 4m-wide booth would be located right next to us. We had to account for the possibility that if the neighboring brand installed a 4m wall, our booth might be obscured.
Unsure of what the neighboring booth would look like, we explored various design iterations and made diverse attempts to ensure our booth would stand out as much as possible.
* (Above) The process of exploring various booth designs.
* (Above) The process of exploring various booth designs.
* (Above) The final design proposal, refined with consideration for promotional operations and budget.
This project involved local fabrication and installation in the UK.
We obtained comparative quotes from two partners, selected one, and then proceeded with the design.
Although we meticulously prepared and delivered the data required for ordering, the tight timeline and physical constraints meant we had to proceed without verifying drawings or physical material samples, communicating and adapting to local conditions as we went.
It was only on the day of installation that we could inspect the fabrication specifications in person, allowing us to experience firsthand the differences in work processes and common materials compared to those in Korea.
Given the limited space, we utilized all three sides of the booth as walls, allocating distinct sections to each brand.
We installed a ‘Korean Beauty Edit x Boots’ header at the very top to unify them under a single category, allowing visitors to intuitively recognize them as new brands from Korea.
For each brand zone, we applied the signature color across large wall areas and used symbolic graphics and mirrored materials to ensure the design was eye-catching even from a distance.
Although budget constraints limited the scope of our lighting design, we prioritized track lighting to illuminate the key header and brighten the overall booth, creating a vibrant and open atmosphere.
Since the design of the neighboring booths was unknown, we avoided a fully open layout where visitors might easily drift away to adjacent areas.
Instead, we erected walls on three sides to create a structure that guided visitors through all three brands in sequence once they stepped inside.
Due to limited space, rather than placing a central island for product testing, we installed large-scale product visuals on each wall to capture attention and displayed products on shelves for hands-on experience.
The shelf POG replicated the exact shelf count and VMD planned for the store rollout, ensuring that Boots staff could immediately recognize the setup upon returning to their stores.
Additionally, we applied the ombre pattern—developed specifically for the Boots rollout—to the header, flooring, and small lucky draw table.
This design allowed the distinct colors of each brand to blend naturally without clashing.
Over 1,800 Boots employees and stakeholders attended the event, visiting the Mamonde, PRMR, and Illiyoon booths.
They showed great interest as they listened to brand introductions and experienced the products firsthand.
Throughout the two-day event, the booth remained bustling and vibrant as visitors enjoyed the lucky draw game prepared jointly by the three brands and took home products and samples.
Over 1,800 Boots employees and stakeholders attended the event, visiting the Mamonde, PRMR, and Illiyoon booths.
They showed great interest as they listened to brand introductions and experienced the products firsthand.
Throughout the two-day event, the booth remained bustling and vibrant as visitors enjoyed the lucky draw game prepared jointly by the three brands and took home products and samples.
(Behind the Scenes) Although Illiyoon brought 1,500 samples to distribute to booth visitors, they required relabeling for the global market.
On the night before the event, representatives and designers from all three brands gathered to manually label the 1,500 items and prepare leaflets.
It was a collective effort that continued late into the night—and the beer we shared together after the long shift is something we will never forget.
- Amorepacific Creatives
- Space Design
- Heo Yuseok, Kang Haein,
Baek Jiyoung - Operation Director
- Business Development Team
Yoon Elena
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