Hera, a representative of contemporary beauty embarks on a journey to discover the unique Seoul Red, symbolizing the colors of Seoul.
Seoul Red is a lipstick with diverse textures and a deep red color. It also gives birth to a persona called “A Sleek Touch of Sensation.”
We wanted to present a special experience where women embracing contemporary colors meet Hera’s persona in a sensory space, enjoying a unique encounter with the Seoul Red.
Concept
We selected materials that highlight the full spectrum of color and the rich texture of lipstick, creating a spatial design that immerses visitors in **Seoul Red**, accompanied by virtual imagery of the city bathed in its hue.
To heighten the sense of immersion within the limited two-story space, we designed a narrow, low-ceilinged main room completely enveloped in red—allowing visitors to fully experience HERA’s vision of Seoul and its signature Seoul Red.
“After passing through HERA’s main color, black,
the space unfolds in a sequence where red emerges.”
Customer Experience
A main room featuring videos that visually capture **Seoul Red**,
a collaboration with Seoul-based artist **Jaden Cho** showcasing the nine-month story of Seoul Red,
and a testing room where visitors can experience Seoul Red directly on their lips.
The main room is an intimate space measuring 1.6m by 1.6m.
This narrow, dimly lit room—entirely finished in red—plays the Seoul Red video, immersing visitors in its depth.
Upon entering this intensely focused red space, visitors are enveloped by sound and light, fully confronting the essence of **Seoul Red**.
In addition to the visually stimulating design that evokes a tactile experience,
the concept was designed to extend beyond the physical space.
Seoul Red shopping bags, modeled after the shape and size of **Rouge Classy**,
and **Seoul Red magnets**—which visitors could take home as souvenirs—served as tangible extensions of the space’s identity.
In the testing room, visitors could try not only **Seoul Red**, but all nine shades of **Rouge Classy**.
Within the mirror-lined space, guests were invited to leave their own messages on the mirrors using lipsticks specially designed for drawing.
This playful and slightly indulgent experience was met with an enthusiastic response throughout the duration of the pop-up.
KAKAO GIFT X _ Make up Class
During the same period, the **Kakao Gift X** service was available online,
offering makeup class tickets to customers who purchased **Rouge Classy**.
Visitors with tickets could experience the pop-up first and then move to the class area,
where they received personalized makeup color consulting.
