Mise-en-Scène Perfect Serum Pop-up

mise en scène Feb 14, 2026

Summary

The Perfect Serum pop-up was designed as a project that expands Mise-en-scène’s brand campaign slogan, “Shine Your Scene,” into a spatial experience, allowing visitors to intuitively perceive the brand’s concept of shine and movement. Taking into account the locational characteristics of Seongsu-dong—where young, trend-driven audiences and high foot traffic converge—striking visual elements and a variety of interactive features were placed throughout the space to capture attention. The result is an experience-driven pop-up stage where visitors can create and leave behind their own unique scenes.

Mise-en-Scène Perfect Serum Pop-up 미쟝센 퍼펙트세럼 팝업 @올리브영N성수 26_11_00

Concept

Focusing on the shine of hair as something completed through movement rather than a static result, the entire space was conceived as a single stage, structured as a flow in which each visitor creates and completes their own scene. Reflective materials and layered lighting were used to establish a stage-like mood as the core spatial concept, while a range of interactive contents connected to the campaign were placed throughout the space. In particular, the centrally positioned 360-degree moving photo booth was designed to let visitors directly experience the moment when the shine of hair extends through motion, adding an element of fun. In this way, the entire space operates as a unified stage, allowing the campaign message “SHINE YOUR SCENE” to naturally unfold in sync with the movement of each visitor.

Mise-en-Scène Perfect Serum Pop-up 미쟝센 퍼펙트세럼 팝업 @올리브영N성수 26_11_01

Facade

The façade was fully wrapped with a translucent orange film to ensure strong visibility even from a distance, while allowing the interior space to be naturally revealed. This approach was intended to capture the attention of passersby and spark curiosity about the space. In addition, fixtures were strategically placed so that the aespa challenge campaign video, played throughout the interior, could also be viewed from the exterior windows. The dynamic video elements add rhythm to the otherwise static façade and function as a visual device that naturally draws the attention of pedestrians at close range. On the second-floor windows, the main message “SHINE YOUR SCENE” was paired with imagery of the model holding the product, guiding the viewer’s gaze naturally toward the product. A graphic motif inspired by “shine” was also developed and applied to the exterior windows, then extended into the interior as VMD elements through variations in material and scale. By repeating and transforming the same graphic in multiple ways, a consistent visual impression was maintained throughout the entire space.

Mise-en-Scène Perfect Serum Pop-up 미쟝센 퍼펙트세럼 팝업 @올리브영N성수 26_11_02_da2_00

Upon entering the pop-up, visitors are first greeted by the main photo zone, designed to clearly convey the overall concept at a glance. Alongside the Mise-en-scène logo, the graphic elements used on the façade are extended into reflective materials and dimensional forms, rhythmically suspended to create a dynamic visual composition. Large monitors on both sides play the aespa challenge video, naturally guiding the viewer’s gaze toward the 360-degree moving photo booth positioned at the back. The 360-degree moving photo booth serves as the key experiential content of the pop-up and is strategically placed to be immediately visible upon entry. The experience zone and surrounding circulation are subtly divided using lighting fixtures, minimizing exposure of participants while reinforcing the overall stage-like atmosphere of the space. For the video content, the space initially operated with a focus on the brand campaign challenge video during the opening period. Following aespa’s on-site visit event, the atmosphere was further enhanced by playing footage of the four members experiencing the 360-degree moving photo booth.

Mise-en-Scène Perfect Serum Pop-up 미쟝센 퍼펙트세럼 팝업 @올리브영N성수 26_11_03

The first step in completing each visitor’s own scene begins with finding the Perfect Serum that suits them best among the four options. By responding to a few simple questions via a touchscreen, a personalized serum is recommended based on the brand’s guidance. In the following stage, visitors can explore the features of the selected product in greater detail, while also experiencing the scent and texture firsthand through direct product testing. The chosen serum is then provided in a miniature size, creating a satisfying conclusion to the selection process and ensuring a seamless flow between experience and reward. In the product experience zone, colored acrylic VMD elements reflecting the signature colors of the four serums were applied to strengthen the visual connection with the products. Additionally, external graphic elements were translated into small metallic objects, adding a cohesive and refined continuity to the overall spatial presentation.

Mise-en-Scène Perfect Serum Pop-up 미쟝센 퍼펙트세럼 팝업 @올리브영N성수 26_11_05

The moment the camera
moves in a full circle,
capturing motion, texture,
and shifts of light—
within that scene,
“SHINE YOUR SCENE”
is brought to completion.

From the early planning stages of the pop-up, we sought to move beyond a simple product trial or event-driven format and instead create an experience that would leave visitors with a memorable scene. Rather than following a conventional flow of testing products, playing games, and receiving giveaways, we explored what kind of scene could be uniquely completed within this space, ultimately selecting the 360-degree moving photo booth through various simulations. This content was considered the most fitting, as it naturally aligns with the pop-up’s stage-inspired spatial concept while effectively capturing the shine and texture of hair—elements that truly come to life through movement—within a single scene. The zone was positioned at the center of the pop-up store, ensuring that it remains within the visitor’s line of sight from any point after entering. At the same time, custom lighting fixtures were designed to provide an appropriate level of visual separation, allowing participants to focus on the experience. The setup was carefully composed so that, in sync with the camera’s movement, the surrounding spatial elements would naturally enter the frame, enhancing the overall completeness of the scene.

Mise-en-Scène Perfect Serum Pop-up 미쟝센 퍼펙트세럼 팝업 @올리브영N성수 26_11_07

The product purchase area was designed not as a simple display, but as an extension of the pop-up’s overall design language, with materials and forms unified from fixtures to even the smallest visual elements. For the top display, the graphic used in the opening scene of the brand campaign video was reinterpreted in a three-dimensional form, allowing a familiar visual impression to seamlessly carry over into the purchasing experience. Product information introduced in the earlier stages of the pop-up was presented again at the point of purchase in a more concise manner, while maintaining consistent materials and forms throughout to ensure a continuous spatial flow. Products were displayed in stacked package arrangements, making it easy for customers to pick them up and explore. In particular, exclusive benefits available only within the pop-up were clearly highlighted to encourage purchases, and these were repeatedly exposed not only in the product display area but also at the checkout, naturally leading to an increase in average purchase value.

In the final stage of the pop-up experience, an additional activity was offered to purchasing customers. Those who made a purchase received a kit to customize their previously gifted miniature serum into a keyring. The completed keyrings, created in various combinations, were displayed repeatedly on pegboard-inspired fixtures, allowing the results to be visually showcased first. This approach encouraged customers to participate in the activity in a natural and approachable way.