HERA Black Cushion Foundation POP-UP in Amore Seong-su
Summary
For HERA’s 3rd generation Black Cushion Foundation launching campaign, the pop-up store was held at 11 Yeonmujang-gil, Seongsu-dong from April
2nd to 21st. Taking a motif from the “I CAN GO ANYWHERE” campaign concept, which states that you can go anywhere with the new Black Cushion,
we conceptualized the space with the theme of ‘ANYWHERE’, which gives freedom, and included HERA’s cushion heritage and history, makeup consulting,
and product purchase. We have created a brand experience space where you can see everything about HERA Black Cushion Foundation.
Concept
“I CAN GO ANYWHERE”
To express the transformation into the “ANYWHERE” of my imagination, we broke away from a fixed mood through changes in sound and video sequences, infusing vitality into the space. Moving toward a continuous space without boundaries or limitations, we set the spatial concept as the transformation to my own “ANYWHERE.”
Sound and visuals were designed to deliver an immersive experience through intuitive elements. After numerous ideations, we installed four large speakers with actual speaker functionality in a sensory form. Through seven themes of sound capturing HERA and Seoul’s daily life flowing from the speakers, and graphic art videos displayed on a large screen, we aimed to present a space that overwhelms customers with an unprecedented audiovisual experience.
To express the transformation into the “ANYWHERE” of my imagination, we broke away from a fixed mood through changes in sound and video sequences, infusing vitality into the space. Moving toward a continuous space without boundaries or limitations, we set the spatial concept as the transformation to my own “ANYWHERE.”
Sound and visuals were designed to deliver an immersive experience through intuitive elements. After numerous ideations, we installed four large speakers with actual speaker functionality in a sensory form. Through seven themes of sound capturing HERA and Seoul’s daily life flowing from the speakers, and graphic art videos displayed on a large screen, we aimed to present a space that overwhelms customers with an unprecedented audiovisual experience.
The four large speakers and 10-meter-wide screen serve as powerful eye-catching points
in the bustling Seongsu Yeonmujang-gil area, enhancing the visibility of the pop-up store.
in the bustling Seongsu Yeonmujang-gil area, enhancing the visibility of the pop-up store.
ZONING
The first-floor space spans 40 pyeong, with content organized not by walls but through large circular motifs, enabling a seamless content experience.
The journey is designed to flow seamlessly from the intro, the first point of the pop-up, through the lounge zone, self-testing area, and makeup bar.
Visual and typography elements, along with photo zones, are strategically placed along the staircase to reinforce the continuity of the journey.
The second floor is divided into a History Zone and a Force Zone, and the layout requires customers to pass through the History Zone to access the Force Zone, guiding them to experience the History Zone first. Additionally, stamp content, which represents the origin of cushions, can be experienced throughout the pop-up spaces.
1F_ZONING
2F_ZONING
1F _ BLACK CUSHION Lounge (Self Testing / Relaxing)
After passing through the Hera NEW Black Cushion Pop-Up Intro Zone, you can begin your pop-up journey by sitting comfortably and freely experiencing the Black Cushion.
You can comfortably test the products placed on the tables or enjoy Hera’s brand story through sensory objects and enjoy the space transition to anywhere, allowing you to relax and unwind.
1F _ Self Tester (Essential Products Testing)
This is a space where you can freely self-test Hera’s main products, including the NEW Black Cushion Foundation.
By utilizing the pillars of the pop-up site, three standing-type tables have been arranged, and the lighting and mirrors have been designed in a unique makeup toolbox shape, allowing you to freely experience Hera’s hero products alongside the Black Cushion.
1F _ Make up Bar (Tone Consulting)
A circular counter allows for casual consultations between customers and makeup artists, where customers
can test Hera’s main products. The upper lighting enhances the space’s visibility, and the trays combining mirrors
and lighting on the tables are designed for product testing and base tone measurement.
We have displayed this campaign’s visuals and LOOK products throughout the tables to create a more vibrant atmosphere.
can test Hera’s main products. The upper lighting enhances the space’s visibility, and the trays combining mirrors
and lighting on the tables are designed for product testing and base tone measurement.
We have displayed this campaign’s visuals and LOOK products throughout the tables to create a more vibrant atmosphere.
2F _ BLACK CUSHION History Zone
This space introduces Hera’s cushion history, from the first cushion in 2008 to the current third-generation Black Cushion in 2024.
By collecting and curating the vast amount of data accumulated over the years, we have established the heritage of Hera’s Black Cushion Foundation, which has been the No. 1 cushion brand for seven consecutive years.
We have communicated the heritage of Hera’s Black Cushion Foundation, which has been refined through endless deliberation and accumulation over the past 16 years.
2F _ POS (EngravingService / Goods / Gift)
Finally, the POS zone is a space where customers can enjoy various pop-up events, purchase goods,
and make purchases. For customers visiting the pop-up, goods can be obtained through a gacha event,
and engraving services are provided for purchasers to conclude their pop-up experience.
and make purchases. For customers visiting the pop-up, goods can be obtained through a gacha event,
and engraving services are provided for purchasers to conclude their pop-up experience.
Stamp Zone
The story behind the development of the cushion, inspired by a researcher stamping and then easily, lightly, and thinly creating makeup anywhere like stamping, is conveyed through stamp placements.
Each zone features stamp placements composed of words related to HERA and Seoul, allowing customers to freely participate while experiencing the pop-up.
Photo Zone
Throughout the first and second floors, we created various photo zones featuring the campaign message of the Black Cushion Pop-Up, as well as sensory space content,
enabling customers to voluntarily create pop-up content and actively share it on social media and online platforms.
This Black Cushion Foundation Seongsu Pop-Up offers a
new approach to experiencing the Black Cushion heritage.
We look forward to continuing to explore diverse offline
space experiences as a luxury makeup brand.
new approach to experiencing the Black Cushion heritage.
We look forward to continuing to explore diverse offline
space experiences as a luxury makeup brand.
- Amorepacific Creatives
- Interior
- 홍혜민
- VMD
- 김경진
- Contents
- 황주영
- Photography
- 노경(Roh Studio), 장수인
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