HERA Store Design Renewal : Lotte Dept. Store Jamsil
Summary
In November 2025, the Lotte Department Store Jamsil branch—the inaugural location of the HERA Space Evolution Project—reopened following a renewal.
We carefully curated and planned content essential for offline business while meeting customer needs.
By integrating experiential elements befitting a luxury brand into a design that embodies HERA’s unique design language, we have successfully completed the ‘HERA Space Evolution Project.’
“How should HERA’s next space ‘evolve’?
In preparing this design, our top priority was to analyze the purchasing behavior of department store customers.
Through this, we sought to identify unique elements specific to HERA stores within the offline landscape of the post-COVID era, particularly in the specialized environment of department stores.
To achieve this, the first step was to identify the characteristics of the actual customers visiting our department store locations. Based on data from the HERA BX Team and key stores, we examined who our customers are and why they visit. Furthermore, to analyze the customer journey—from product experience to purchase decision—we conducted online surveys across all HERA stores and held in-depth Focus Group Interviews (FGI) with managers from key locations.”
To achieve this, the first step was to identify the characteristics of the actual customers visiting our department store locations. Based on data from the HERA BX Team and key stores, we examined who our customers are and why they visit. Furthermore, to analyze the customer journey—from product experience to purchase decision—we conducted online surveys across all HERA stores and held in-depth Focus Group Interviews (FGI) with managers from key locations.”
Through our research, we uncovered several interesting insights across the perspectives of customers, services, and space.
[Customer Perspective] Visitors Have a Clear Purpose
Interviews with store staff revealed that “most customers visiting department store locations do so with a distinct purpose.”
This means it is no longer common to encounter customers who stop by chance or respond to solicitations to “come in and take a look.”
For skincare customers—whether regulars, new visitors, or those arriving with prior knowledge—there was a tendency to experience and purchase products through counseling services.
They were characterized by taking sufficient time to thoroughly experience products and making careful purchasing decisions, often comparing them with other brands.
Makeup customers, on the other hand, mostly visited to verify colors or textures.
Younger customers, in particular, often already possessed information about specific products via social media or online communities.
They frequently visited department stores with the primary goal of checking the actual color or texture rather than making an immediate purchase.
We confirmed that the trend of “experiencing offline and purchasing online” is indeed very prevalent.
We actively reflected these contrasting customer tendencies in the store layout, fixture forms, and display methods.
For customers visiting to test products seen online, we designed units where colors and shades are visible at a glance, allowing for quick and accurate product experience without staff intervention. We also generously placed various tools to ensure a convenient testing environment.
Additionally, to provide customers who prefer counseling with services in a space that feels more premium than before, we devoted great attention to the selection of finishing materials and the details of all fabricated elements.
For customers visiting to test products seen online, we designed units where colors and shades are visible at a glance, allowing for quick and accurate product experience without staff intervention. We also generously placed various tools to ensure a convenient testing environment.
Additionally, to provide customers who prefer counseling with services in a space that feels more premium than before, we devoted great attention to the selection of finishing materials and the details of all fabricated elements.
[Service Perspective] Luxury Begins with Service
As previously mentioned, the majority of skincare customers made purchasing decisions following counseling sessions.
Similarly, for makeup customers, we observed significantly higher conversion rates when the experience extended beyond self-testing to include professional touch-up services.
This confirms that within the department store environment, face-to-face interaction plays a pivotal role in driving purchasing decisions.
In this store, we dedicated more space than ever before to touch-up services and counseling areas to elevate both the quantity and quality of our service environment.
Behind the makeup testing zone, we established a 3.5-meter-wide makeup counseling area capable of accommodating touch-up services for three customers simultaneously. Rather than displaying every product on the touch-up table, we meticulously arranged premium-finished trays and service tools to facilitate ‘personalized services’ that reflect each customer’s unique characteristics and preferences.
Behind the makeup testing zone, we established a 3.5-meter-wide makeup counseling area capable of accommodating touch-up services for three customers simultaneously. Rather than displaying every product on the touch-up table, we meticulously arranged premium-finished trays and service tools to facilitate ‘personalized services’ that reflect each customer’s unique characteristics and preferences.
We provided two types of counseling spaces for skincare customers: sofa-style and chair-style, allowing them to choose according to their preferences and needs.
Both the sofas and chairs are finished with high-end fabric, and each seat is designed with a minimum width of 1 meter to ensure customers can enjoy the service in a more comfortable and luxurious environment.
[Spatial Perspective] Eye-Catching Uniqueness
In the previous 7th generation design, the Content Table served as a specialized space, curating HERA’s engine products and viral items through unique forms and textures.
FGI results confirmed that the Content Table functioned very effectively in capturing the attention of passing customers from the front of the store. While maintaining this strength, we redesigned the table to incorporate new touch-up service capabilities. This design ensures not only a convenient testing environment but also a seamless transition from product experience to purchase conversion.
FGI results confirmed that the Content Table functioned very effectively in capturing the attention of passing customers from the front of the store. While maintaining this strength, we redesigned the table to incorporate new touch-up service capabilities. This design ensures not only a convenient testing environment but also a seamless transition from product experience to purchase conversion.
“Less But Iconic”
HERA’s unique sculptural element is the ‘Facet.’ Distinct from one-dimensional forms, the ‘Facet’ resembles the Seoulista, who radiates her own light through multifaceted depth.
We applied this restrained yet powerful form throughout the space. The beveled edge is a signature design element unique to HERA, unseen in other brands. When applied to products or spaces, the absence of sharp angles ensures a seamless and fluid tactile experience. These details, satisfying both aesthetics and usability, elevate the HERA space to a premium level.
We believed HERA’s approach to color also needed to evolve. ‘HERA BLACK’ is not merely a dark base tone; by utilizing glossy materials and distinctive pleated textures, we established it as the protagonist of the space. Anchored by this HERA BLACK, we harmonized it with ‘SEOUL RED,’ which exudes a subtle Oriental mood, to express the brand’s unique sensibility.
We applied this restrained yet powerful form throughout the space. The beveled edge is a signature design element unique to HERA, unseen in other brands. When applied to products or spaces, the absence of sharp angles ensures a seamless and fluid tactile experience. These details, satisfying both aesthetics and usability, elevate the HERA space to a premium level.
We believed HERA’s approach to color also needed to evolve. ‘HERA BLACK’ is not merely a dark base tone; by utilizing glossy materials and distinctive pleated textures, we established it as the protagonist of the space. Anchored by this HERA BLACK, we harmonized it with ‘SEOUL RED,’ which exudes a subtle Oriental mood, to express the brand’s unique sensibility.
HERA’s Space is in a State of ‘Active Evolution’
To describe HERA’s 7.5-generation design, we chose the word ‘evolution’ rather than ‘change.’
Evolution is not merely a process of becoming superior, but rather a process of adaptation to a changing environment. Amidst constantly shifting conditions, living organisms sustain their species not by fighting against change, but through genetic variation—in other words, ‘evolution.’
The same applies to us as creators of brand spaces. We exist in a landscape where online platforms and MBS channels have dominated the cosmetics market like colossal dinosaurs. Rather than resisting or countering these market shifts, we planned this project to establish a ‘compelling reason for existence’ for offline spaces through the flexible approach of ‘evolution.’
In an era where a single click brings products to your doorstep the very next day, HERA’s space continues to ‘evolve’ for those customers who still choose to dedicate their time to visit us in person. Thus, HERA’s space represents a state of ‘ongoing evolution’—fluidly responding to the changing times without ever losing the essence of HERA.
Evolution is not merely a process of becoming superior, but rather a process of adaptation to a changing environment. Amidst constantly shifting conditions, living organisms sustain their species not by fighting against change, but through genetic variation—in other words, ‘evolution.’
The same applies to us as creators of brand spaces. We exist in a landscape where online platforms and MBS channels have dominated the cosmetics market like colossal dinosaurs. Rather than resisting or countering these market shifts, we planned this project to establish a ‘compelling reason for existence’ for offline spaces through the flexible approach of ‘evolution.’
In an era where a single click brings products to your doorstep the very next day, HERA’s space continues to ‘evolve’ for those customers who still choose to dedicate their time to visit us in person. Thus, HERA’s space represents a state of ‘ongoing evolution’—fluidly responding to the changing times without ever losing the essence of HERA.
- Amorepacific Creatives
- Design
- Choi Hyunsik, Ko Eunyoung, Kim Kyungjin, Han Suae
- Choi Hyunsik, Ko Eunyoung,
- Kim Kyungjin, Han Suae
- Creative Direction
- In Jeehyo
- Sales
- Park Sunghee, Jung Kwanghyun
- Consultation Program
- Kim Hayan
- Fabrication & Installation
- HAEDONG L&D, Hermes Design, Wooin Design, Artfurniture
- HAEDONG L&D, Hermes Design,
- Wooin Design, Artfurniture
- Photography
- Jang Sunhyeok
![Exhibition [The House of Beauty Scientists] 's work list thumbnail](https://cdn-design.amorepacific.com/contents/2024/08/02172154/24_88_list_thumb.jpg)
