HERA The Hyundai Seoul was newly reopened In July 2023.
The store space was planned according to the structure and characteristics of the new site, and the focus is on providing
customers with a casual experience of HERA’s unique colors and products that match the beauty look of Seoul.
Concept
The renewal of our counter at The Hyundai Seoul was guided by two main objectives.
First, as we moved to a new location, the primary challenge was to maximize the efficiency of a more compact space.
Second, we wanted to create a relaxed and comfortable atmosphere where customers could leisurely experience our products.
To achieve these goals, we developed new custom fixtures for the main space and implemented a strong, product-focused visual
merchandising (VMD) strategy to maximize the HERA ‘Contemporary Seoul Beauty’ experience.
NEW CONTENTS TABLE
The open-concept makeup table at the front of the counter was developed in collaboration with the design studio One Two Cha Cha Cha.
It features a new, organic shape reminiscent of the HERA symbol’s ‘h’.
Despite being in an open area, the integrated mirrors and lighting are designed to evoke the comfortable, intimate feeling of a personal vanity.
The product display is organized by category, with a strong focus on hero products and new launches based on sales data and strategic priority.
The goal is for this table to become a signature object for the HERA counter, enhancing the customer experience through both product interaction and unique design elements.
LIP BAR
This is a dedicated space to highlight HERA’s lip products, featuring a curated
selection of signature lines and colors. Lip promotions are displayed on the left with model
visuals, and the layout is designed to encourage customer flow from the lip bar into the main counter area.
SIGNIA WALL
HERA’s most luxurious skincare line, Signia, is featured on a main pillar wall.
The design elegantly and modernly showcases the Narcissus flower—Signia’s core ingredient and symbol—alongside the products.
Gold-toned materials and strategic lighting are used extensively to emphasize a sense of luxury.
SKIN CARE ZONE
HERA’s skincare products are featured on the main wall display. The layout is organized to clearly
showcase each product category, with display priority given based on the strategic importance of each line.
The most luxurious line, Signia, is given special emphasis, with its display connecting
the top two tiers for a more cohesive and prominent presentation.
