This article has been translated by AI.
HERA opens its first global launch with a branded pop-up store at Scramble Square in Tokyo, Japan,
and officially entered @cosme, Japan’s largest beauty platform and multi shop, in Tokyo and Osaka.
We aimed to showcase the latest beauty sensibilities that symbolize Seoul and convey HERA’s smart and agile brand sensibility.
SCRAMBLE SQUARE POP-UP
From August 31st to September 27th, we hosted a four-week pop-up for HERA’s global launch at
the Q-beauty Main Event Zone on the 6th floor of Shibuya Scramble Square, in the heart of Tokyo.
The space was designed around the concept of a “Seoul Chic Platform,” which aimed to embody
the essence of Seoul and its cutting-edge beauty trends. The goal was to provide an immersive
space where visitors could focus on themselves and discover their most authentic beauty.
LAYOUT PLAN
To express HERA’s brand essence, we used its main colors—black with red accents—to create a modern and chic look. Vinyl text graphics flowed from the walls onto the floor, evoking the vibrant and dynamic atmosphere of Seoul.
The visual communication centered on brand videos and HERA’s global ambassador, JENNIE. In the main zone, we utilized an infinity mirror and prominently featured the HERA symbol to create a powerful brand impression on visitors.
The customer journey began at the entrance, where visitors could immediately experience HERA’s hero products: the Black Cushion and Sensual Nude Balm. The main content table, its design inspired by the straight and curved lines of the HERA symbol, hosted a self-testing station for the full product range. This central hub also served as the service area for the pop-up’s main events, including makeup shows and touch-up services.
FULL SKU PRODUCT DISPLAY TABLE
With a design inspired by the straight and curved lines of the HERA symbol, these tables create a self-testing
space where customers can comfortably and freely experience the full product range. Products are organized by
category and priority, with adjustable mirrors and disposable applicators provided to facilitate easy self-testing.
PHOTO ZONE / MAKE-UP SHOW WITH SYMBOL
We created a multifunctional main space featuring an infinity mirror that dramatically showcases HERA’s bold symbol.
This area served as both a photo zone and a stage for makeup shows. The prominent placement of
the HERA symbol worked to reinforce brand recognition, while integrated video screens added a layer of dynamic energy.
TOUCH-UP SERVICE ZONE
This was a dedicated touch-up zone where visitors could experience HERA’s trendy makeup looks.
The pop-up’s main makeup look was prominently communicated through model visuals,
which were displayed alongside the exact products used to create them.
The display fixtures were designed to be modular, allowing them to be easily reused for future pop-up events.
@COSME TOKYO/OSAKA
On September 1st, HERA officially launched in the @COSME TOKYO and OSAKA stores, one of the most popular beauty
retailers for Japan’s MZ generation. To clearly communicate HERA’s brand identity within the single-bay,
wall-mounted space, we used black as the foundational color. We then created a bold yet dynamic look by
incorporating variations in texture and finishing materials, such as lenticular panels and leather finishes.
Linear lighting integrated into the frame was used to capture attention. Furthermore, the central display
prominently features the HERA symbol to convey a sense of luxury and differentiate the brand from its competitors.
The planogram section is organized by category for intuitive navigation. The upper section is dedicated
to HERA’s signature FACE category, while the lower section houses the SKINCARE and EYE categories.
The LIP category is highlighted with a colored accent line on its module, a detail
that makes the lip products stand out while maintaining the brand’s modern and simple aesthetic.
At the center, the primary focal point for customers, we created a display zone.
This area was designed to prominently showcase the
HERA symbol alongside its two hero products: the Black Cushion and the Sensual Nude Balm.
@COSME OSAKA
@COSME TOKYO
@COSME OSAKA
@COSME TOKYO
Here’s to HERA’s new beginning:
the first step on the journey
to discovering your most authentic self.
