HERA’s 2024 holiday promotion ‘Dreamscape Voyage’ offers a holiday experience that is themed around a fantastical
and beautiful journey through dreams. The ‘Dreamscape Voyage’ universe extends beyond products to encompass spaces,
aiming to provide customers with a deeply integrated and unified beauty experience. This holiday event will
be held simultaneously in Korea,, and Thailand, allowing participants in each country to feel the unique sentiment
and atmosphere of HERA’s holiday celebration.
Concept
HERA’s 2024 Holiday Promotion brings the *‘Dreamscape Voyage’* story to life, transforming its motifs into a three-dimensional spatial experience.
Using the compass as the central motif, the layout is structured around it, with holiday looks and collection products meticulously arranged throughout the space.
Additional sub-motifs such as hot air balloons, keys, and telescopes evoke a whimsical yet warm holiday ambiance.
Transparent, sparkling acrylic and silver materials are paired with pink and blue tones to create a magical, luminous holiday aesthetic.
Depending on the space, motifs were produced in both illuminated and non-illuminated versions, while the main fixtures were arranged to richly convey the festive mood.
From the content table and lip bar to the promotion zone, mini glory fire, gift package zone, and three-tier display, the design expresses the holiday spirit through a diverse and immersive spatial composition.
Lotte Incheon Store – Content Table (Lighting Type)
Instead of placing a central symbol on the circular content table, sub-motifs such as an illuminated compass, hot air balloon, and telescope were arranged to create a festive holiday atmosphere.
Holiday-themed looks and collection products are neatly displayed within the POG area, highlighted with blue tones to make the section stand out.
This same design concept was also applied to the Central Chidlom store in Thailand.
Lotte Main Store – Content Table
A pink-toned carpet was placed on the content table to make HERA’s holiday theme easily recognizable from a distance.
The main motif, a compass, was crafted from transparent and glittering materials to create a delicate and elegant atmosphere.
Holiday collection products are arranged around the compass, complemented by sub-motifs such as
hot air balloons, keys, and telescopes that add visual variety and decorative richness.
Additionally, holiday looks and packaging materials were thoughtfully displayed together to further emphasize the overall festive mood.
Lip Bar (The Hyundai Store, Shinsegae Gangnam Store, Shinsegae Central Store)
The holiday atmosphere was extended beyond the promotion zone to the Lip Bar POG area and the upper flat zone.
The Dreamscape Voyage motif was applied consistently across visuals in both the promotion and POG sections,
while the combination of pink, blue, and silver tones and materials was used to make the collection products stand out more vividly.
Mini Glory Fires (All Stores)
To effectively showcase the holiday collection on smaller fixtures, we unified the overall tone and added a subtle glitter finish.
Display guidelines were provided for arranging the mini glorifiers alongside the packaging in all stores.
The long-term pop-up at Matsuzakaya Ginza in Japan was also styled with the Mini Glorifier in a festive holiday look.
APJ Umeda Hankyu Holiday Pop-Up
From October 30th for one week, HERA’s holiday pop-up store was held at the Hankyu Department Store in Umeda, Osaka, Japan. Wide-format visuals and basic fixtures were designed to effectively convey HERA’s holiday mood.
Alongside the holiday collection, HERA’s core products were also displayed to create a cohesive presentation where the diverse product lines harmoniously blended under the holiday theme, allowing visitors to experience the brand’s distinctive charm.
In addition, the content tables and promotion zones at HERA’s long-term pop-up stores in Tokyo Isetan Shinjuku and Matsuzakaya Ginza were updated to showcase the new holiday looks.
