HERA The Hyundai Seoul is a space designed to reflect the lifestyle needs of customers in the Yeouido business district. It offers products curated in Hera’s unique color palette and tailored to the preferences of Seoul women, allowing customers to effortlessly experience expert-recommended items. Most importantly, it offers an opportunity to explore Hera’s personalized makeup curation.
Concept
The Hyundai Seoul HERA store was created around three core concepts as an “art space for me.”
The store provides a five-sense experience through in-depth skincare counseling, personalized makeup recommendations by experts, and a relaxed environment where customers can test products at their own pace. A unique Quick Touch-Up Service, exclusive to this location, is also available.
The open “makeup service big table” at the front of the store is a first for HERA. Developed in collaboration with Seoul-based emerging designer OTC (One Two Cha Cha Cha), the furniture features organic shapes and textures that contrast with the sleek, linear metallic finishes of existing HERA stores.
Despite its openness, thoughtful placement of mirrors and lighting creates a private, vanity-like experience.
Through Hera’s research into emotion, color, and finish, this new department store format introduces novel elements and serves as a signature fixture that enhances immersive product experiences.
LIP COLOR CURATION
Experience the nuances of HERA’s seasonal and new lip collections, and
explore self-testing routines designed for a seamless, contactless environment.
SEOUL BEAUTY LOOKS
A space where makeup experts curate HERA’s seasonal looks and share
artist tips and trends for a fully personalized makeup experience.
HERA NOW – ONLINE CURATION
An MD layout that enables customers to immediately experience trending online products.
Development of VMD tools that allow users to explore the textures and colors of HERA
products with minimal contact, supporting a contactless experience.
QUICK TOUCH UP SERVICE
A makeup service tailored to the Yeouido business district, offering quick touch-ups after work or during lunch breaks.
Development of specialized services that highlight the “Quick Touch-Up Service” through visual communication.
