HERA Opens at Shinsegae Department Store Gangnam
Summary
In April 2026, HERA Shinsegae Department Store Gangnam reopened after a renewal.
This renewal focused on more precisely realizing the brand experience that HERA should deliver in an offline space. Based on PI-driven spatial planning, a display method that enhances product visibility, and UX improvements that consider customers’ testing and counseling experience, the project further defined a luxury retail space that feels distinctly HERA. In particular, this store opening was based on the new 7.5-generation SI, going beyond simply applying new fixture designs to focus on consistently connecting HERA’s brand form language with the customer experience. The layout and display system were reorganized so that the space and products could be seen more clearly, and so that customers could naturally test products and receive counseling. At the same time, the overall spatial completeness was enhanced in a way that can be flexibly applied to various store conditions.
This renewal focused on more precisely realizing the brand experience that HERA should deliver in an offline space. Based on PI-driven spatial planning, a display method that enhances product visibility, and UX improvements that consider customers’ testing and counseling experience, the project further defined a luxury retail space that feels distinctly HERA. In particular, this store opening was based on the new 7.5-generation SI, going beyond simply applying new fixture designs to focus on consistently connecting HERA’s brand form language with the customer experience. The layout and display system were reorganized so that the space and products could be seen more clearly, and so that customers could naturally test products and receive counseling. At the same time, the overall spatial completeness was enhanced in a way that can be flexibly applied to various store conditions.
Layout
HERA Shinsegae Department Store Gangnam reopened in the same location as before, with a store area of 7.8 pyeong. Based on the floor plan, the right side serves as the main circulation path with the highest customer inflow, while the circulation path at the 6 o’clock direction functions as a sub circulation path. Although it receives less traffic than the main path, there is a steady flow of customers using the first-floor elevator. Taking this store environment into consideration, the space was organized according to customer touchpoints and sightline flow for each circulation path.
Along the main circulation path, HERA’s core makeup products were placed at the front to strengthen the brand’s image as a makeup-specialized brand. In addition, a monitor was installed diagonally using the right-side boundary fixture, enhancing store visibility from the main circulation path and increasing the impact of the brand video.
Along the sub circulation path, the lip bar, skincare products, and set products were placed together to encourage cross-category purchases. Considering the characteristics of the Gangnam store, where many customers are terminal users and therefore tend to have relatively short dwell times, the counseling space was planned as an approachable general table type.
The POS area was designed as a more spacious table format compared to the previous store. It was planned as a practical operational space that includes a mini counseling area where customers can receive light consultation while waiting for payment, as well as a packing table for product packaging work.
Along the main circulation path, HERA’s core makeup products were placed at the front to strengthen the brand’s image as a makeup-specialized brand. In addition, a monitor was installed diagonally using the right-side boundary fixture, enhancing store visibility from the main circulation path and increasing the impact of the brand video.
Along the sub circulation path, the lip bar, skincare products, and set products were placed together to encourage cross-category purchases. Considering the characteristics of the Gangnam store, where many customers are terminal users and therefore tend to have relatively short dwell times, the counseling space was planned as an approachable general table type.
The POS area was designed as a more spacious table format compared to the previous store. It was planned as a practical operational space that includes a mini counseling area where customers can receive light consultation while waiting for payment, as well as a packing table for product packaging work.
Main Traffic Area
Makeup Island & Brand Video
Along the main circulation path, the evolved 7.5-generation design was introduced, based on the new SI design that applies HERA’s form language of FACET and pleated patterns, and further developed through the openings of Lotte Jamsil, Shinsegae Main, and Lotte Nowon. For this Shinsegae Gangnam store, the rear partition of the fixture was boldly reduced to create a greater sense of openness compared to the previous 7.5-generation design, while the upper structure was redesigned in a frame format. Line lighting was added to enhance the visibility of the space, allowing the brand and products to be perceived more clearly from the main circulation path. The fixture corners reflect the curved processing method applied at Shinsegae Main, creating a natural sense of flow within the space. At the center of the fixture, the main IMC glorifier was placed to deliver a strong impact together with the video on the right. With the glorifier as the focal point, face products were displayed on the left and lip & color products on the right, maintaining the modular unit structure of the existing 7.5-generation design while enabling more intuitive category exploration.
Secondary Traffic Area
Skincare Island & Lip Bar
Along the sub circulation path, the space was organized so that customers could naturally explore lip, skincare, and set products together. The lip bar was placed on the right, while skincare testers and set products were placed on the left, allowing each category experience to be clearly distinguished within the circulation flow. The skincare fixture was also designed with an increased sense of openness by removing the rear partition and creating the upper structure in a frame format. Line lighting was applied to enhance the visibility of the skincare products, while maintaining consistency with the overall fixture system even along the sub circulation path. The skincare unit was also designed as a modular structure that can be applied consistently across all 7.5-generation stores. Next to it, a three-tier fixture was placed to display skincare set products, creating a linked sales structure where customers can test the products and naturally move toward set purchases.
For the lip bar, the same sizing system as the unit used in the content table at Lotte Jamsil was applied to maintain the modular system. A sub glorifier was placed at the center so that new and key products in the lip category could be highlighted more effectively.
For the lip bar, the same sizing system as the unit used in the content table at Lotte Jamsil was applied to maintain the modular system. A sub glorifier was placed at the center so that new and key products in the lip category could be highlighted more effectively.
Counseling Table & Touch-up Service Zone
Inside the store, the touch-up service zone was placed using the rear side of the makeup tester area and the boundary fixture surface, while the counseling table was positioned close to the skincare testers. The circulation was designed so that customers could naturally move further inside for consultation after testing the products themselves.
Shinsegae Gangnam has a store characteristic of relatively short customer dwell time, as many customers use the terminal. Accordingly, the counseling space was planned as a general table type that allows customers not only to receive in-depth consultation, but also to experience products comfortably within a short period of time and naturally move toward purchase.
For this touch-up service zone, the mirror lighting function was improved to provide a more professional makeup service. Appropriate illuminance and luminance values were calculated through AI-based luminance simulation, and the lighting was designed with angle-adjustment and dimming functions so that customers and BXs can adjust the direction and intensity of the light according to the situation. The chair was also newly developed and applied as a bar stool that reflects HERA’s brand form language. Through this, the service zone was designed to consistently deliver a distinctly HERA mood and a professional touch-up experience.
Shinsegae Gangnam has a store characteristic of relatively short customer dwell time, as many customers use the terminal. Accordingly, the counseling space was planned as a general table type that allows customers not only to receive in-depth consultation, but also to experience products comfortably within a short period of time and naturally move toward purchase.
For this touch-up service zone, the mirror lighting function was improved to provide a more professional makeup service. Appropriate illuminance and luminance values were calculated through AI-based luminance simulation, and the lighting was designed with angle-adjustment and dimming functions so that customers and BXs can adjust the direction and intensity of the light according to the situation. The chair was also newly developed and applied as a bar stool that reflects HERA’s brand form language. Through this, the service zone was designed to consistently deliver a distinctly HERA mood and a professional touch-up experience.
POS
The POS area was designed as more than just a payment space, allowing the brand experience to continue even while customers briefly wait or make quick purchase decisions. A large table was placed next to the POS to create a mini counseling space where simple consultation can take place during payment or packaging. Packing tables and storage spaces were also placed directly beside and behind the POS to improve store operation efficiency. By organizing payment, packaging, and simple consultation so that they can naturally take place within one space, the overall flow of customer service was made more efficient. In addition, key set products and bestselling products were displayed on the boundary fixture behind the POS. This area was used as an eye-catching display space, allowing customers to naturally recognize the products and consider additional purchases even during the short time they spend waiting for payment.
- Amorepacific Creatives
- Interior Design
- Choi Hyunsik, Han Suae
- VMD
- Kim Kyungjin
- Creative Direction
- In Jeehyo
- Sales
- Park Sunghee, Jung Kwanghyun
- Photography
- Roh Studio
