Based on the brand philosophy of “Sweet Dreams,” Etude House has developed a new Store Identity (S.I.) to offer customers a more immersive experience of the brand and its products. Centered on the spatial concept of the “House of Color Play!,” the store creates a dreamlike environment where customers can explore and enjoy colors in a home-like setting. By blending classic and modern design elements, the space evokes the feeling of a real house. Etude House’s iconic pink roof has also been updated with a more stylish interpretation of the signature pink tone and the “Etude” logo. The pink doors on the façade serve as an ideal selfie backdrop for visitors.
Concept
At the Myeongdong flagship store, three floors are dedicated to three distinct brand experiences. The first floor, themed “Service & Play,” features the full range of Etude House products and beauty content. The second floor, designed as a “Personal Studio,” offers personal color analysis through a spectrophotometer and draping technique, helping customers discover the makeup shades that suit them best. The third floor, with the concept of “Personalization & Play,” is home to the Color Factory, where customers can customize their lipstick shades and packaging. At the “My Lips Bar,” customers can create their own lip color using special blending technology for a unique beauty experience.
The store’s façade combines modern elements with Etude House’s playful identity, while the interior is designed to deliver an immediate “WOW” effect. A tall ceiling that opens up to the second floor enhances the sense of spaciousness and emotional impact upon entry. Additionally, an elevator has been installed to encourage exploration of each floor.
