HERA Opens at Tokyo Mitsukoshi Ginza Department Store
Summary
In October 2025, HERA opened an official store at Ginza Mitsukoshi Department Store, the heart of Japan and a symbol of Tokyo’s traditional luxury.
Through this launch, HERA aims to expand its touchpoints with premium customers and further solidify its luxury positioning.
Following the opening at Umeda Hankyu Department Store last August, this consecutive launch at Ginza Mitsukoshi is a significant achievement. It is the result of consistently building brand awareness through a series of pop-up stores over the past two years since entering the Japanese market in July 2023. Given the high importance of this location, we debuted our newly developed Store Identity (SI) here to showcase the latest beauty sensibilities that symbolize Seoul.
Following the opening at Umeda Hankyu Department Store last August, this consecutive launch at Ginza Mitsukoshi is a significant achievement. It is the result of consistently building brand awareness through a series of pop-up stores over the past two years since entering the Japanese market in July 2023. Given the high importance of this location, we debuted our newly developed Store Identity (SI) here to showcase the latest beauty sensibilities that symbolize Seoul.
Layout
The HERA store at Ginza Mitsukoshi features a layout with a short main circulation path and a structural pillar within the space.
Given these characteristics, it is a location where touch-up and counseling services are of paramount importance.
Along the main circulation path, we strategically positioned the main IMC campaign, HERA’s Beauty Routine, and the Best Item Zone to effectively capture customer attention. We also leveraged the structural pillar as a key eye-catching element; by applying high-impact finishes to the fixtures and creating zoning that highlights hero products and seasonal displays, we transformed it into a focal point.
On the secondary circulation path, island displays were arranged to present makeup and skincare products at a glance, enhancing both accessibility and usability. The layout encourages customers to freely experience HERA’s full product range. Furthermore, considering the importance of touch-ups and counseling, we designed an efficient structure that ensures the seamless delivery of these services, even within the limited space.
Along the main circulation path, we strategically positioned the main IMC campaign, HERA’s Beauty Routine, and the Best Item Zone to effectively capture customer attention. We also leveraged the structural pillar as a key eye-catching element; by applying high-impact finishes to the fixtures and creating zoning that highlights hero products and seasonal displays, we transformed it into a focal point.
On the secondary circulation path, island displays were arranged to present makeup and skincare products at a glance, enhancing both accessibility and usability. The layout encourages customers to freely experience HERA’s full product range. Furthermore, considering the importance of touch-ups and counseling, we designed an efficient structure that ensures the seamless delivery of these services, even within the limited space.
HERA Signature Cushion Routine
We configured the zoning to highlight HERA’s ‘Seoul Beauty Routine.’ The layout allows
customers to experience the step-by-step regimen—progressing from Comfy Serum Mist
to UV Protector (Tone Up), Airy Powder Primer, and Cushion Foundation—and directly
test the diverse shades of our Cushion Foundation.
customers to experience the step-by-step regimen—progressing from Comfy Serum Mist
to UV Protector (Tone Up), Airy Powder Primer, and Cushion Foundation—and directly
test the diverse shades of our Cushion Foundation.
Best-Item Zone (Lip)
This zone is dedicated to the Sensual Lip line, which, alongside our Cushion Foundation,
boasts high sales performance in Japan. It is configured to allow customers to visually
explore and directly test a diverse range of colors and textures. The display is categorized
by formula, making it easy and intuitive for customers to select their preferred texture.
boasts high sales performance in Japan. It is configured to allow customers to visually
explore and directly test a diverse range of colors and textures. The display is categorized
by formula, making it easy and intuitive for customers to select their preferred texture.
Season Display Wall
This wall display is designed to intuitively convey HERA’s seasonal mood. During regular
seasons, it focuses on the brand’s signature cushion lines—Reflection and Black.
For holidays and seasonal campaigns, the space is planned to showcase limited-edition
products and project the specific atmosphere of the season.
seasons, it focuses on the brand’s signature cushion lines—Reflection and Black.
For holidays and seasonal campaigns, the space is planned to showcase limited-edition
products and project the specific atmosphere of the season.
Makeup / Skincare Islands
Based on the new SI design, we introduced new fixtures incorporating HERA’s signature
sculptural languages: facets and pleats. The makeup units feature modular sizing with
angled frames, ensuring that the full range of color shades is clearly visible at a glance,
while also being designed for efficient product stocking and retrieval. The skincare island
is similarly designed with a modular structure that clearly distinguishes between
categories, enhancing both usability and visibility.
sculptural languages: facets and pleats. The makeup units feature modular sizing with
angled frames, ensuring that the full range of color shades is clearly visible at a glance,
while also being designed for efficient product stocking and retrieval. The skincare island
is similarly designed with a modular structure that clearly distinguishes between
categories, enhancing both usability and visibility.
Touch-up & Counseling Table
Reflecting the characteristics of the Japanese market, where there is a particularly
high demand for touch-ups and counseling, we prioritized securing sufficient
service space even within the limited area. To ensure customers receive
professional consultations and touch-up services in a more comfortable
environment, we meticulously designed every detail—from the customer’s line of
sight and seating arrangements to the precise placement of testers and tools.
high demand for touch-ups and counseling, we prioritized securing sufficient
service space even within the limited area. To ensure customers receive
professional consultations and touch-up services in a more comfortable
environment, we meticulously designed every detail—from the customer’s line of
sight and seating arrangements to the precise placement of testers and tools.
Performance & Results
Since its opening, the HERA store at Ginza Mitsukoshi has achieved an approximate
236% growth* in average daily sales compared to the previous pop-up store. The average
spend per customer has also increased, demonstrating positive performance results.
236% growth* in average daily sales compared to the previous pop-up store. The average
spend per customer has also increased, demonstrating positive performance results.
(*Based on sales data from October 15 to November 9, 2025)
We look forward to HERA engaging
with a wide range of
customers, from
the younger generation to premium
clientele, and firmly establishing itself
as a trusted luxury
brand not only in
Japan but across the global market.
with a wide range of
customers, from
the younger generation to premium
clientele, and firmly establishing itself
as a trusted luxury
brand not only in
Japan but across the global market.
- Amorepacific Creatives
- Interior Design
- Choi Hyunsik, Han Suae
- VM Design
- Kim Kyungjin
- Creative Direction
- In Jeehyo
- GTM
- Kim Jungjin
