To celebrate the launch of HERA’s Rouge Classy Lipstick, we held pop-up stores at major department stores. By transforming major stores into pop-up spaces, we aimed to capture the HERA’s values and the ‘Seoul Red’ color story by coloring the Rouge Clssy’s signature color ‘Seoul Red’ in various ways, and to create a sense of the brand’s hipness and luxury.
Concept
Department store locations—where customer engagement is most active—serve as key spaces for HERA to communicate its brand message.
Timed with the product launch on January 8, we focused on eight flagship stores across the five major cities of Seoul, Busan, Daejeon, Daegu, and Gwangju.
Across these spaces, we unfolded the story of **“Seoul Red”**, conveying a sense of trend leadership while enhancing sophistication through delicate yet
flexible spatial variations that deliver a distinctive multisensory experience.
To provide a consistent experience of the core **Seoul Red** color within relatively compact department store environments,
it was essential that every element—from small materials to final details—be unified under a single hue.
To translate the color of the lip product into spatial design, we conducted multiple tests using diverse materials and production techniques.
This process allowed us to preserve the unique characteristics of each texture—fabric, carpet, leather, fur, and acrylic—while harmonizing the overall space in one cohesive shade of red.
The newly redefined HERA stores stand out within the department store landscape, drawing attention and evoking curiosity and delight.
They leave a lasting impression of **Seoul Red’s** intense yet delicate beauty in the minds of customers.
Hera Shinsegae Department Store Gangnam Branch
As HERA’s signature store, the Shinsegae Department Store Gangnam location serves as the central hub of the department store pop-up experience.
To create a three-dimensional sense of space where the Seoul Red color extends seamlessly from the walls to the floor, we applied fabric and carpet materials throughout.
Existing fixtures were wrapped in leather, transforming the entire store into a unified space enveloped in Seoul Red.
By delivering an unexpected yet memorable experience in a familiar retail setting, the Seoul Red color was highlighted powerfully and effectively—capturing customers’ attention and significantly enhancing visibility.
All installation elements were designed with non-destructive structures, allowing the original fixtures to be fully restored after the pop-up event concluded.
Hera Lotte Department Store Main Store
The most eye-catching content table in the store was centered around the theme of **“Seoul Red.”**
Partial carpeting was applied to the lower section of the table, while the upper fixtures featured a unique fur-like material that accentuated the red zoning alongside the display elements.
A bold visual merchandising (VM) setup combining large mannequins and dramatic lighting created a strong focal point, complemented by an interactive experience zone where customers could freely test products and write personal messages on graphic cards to take home.
Hera The Hyundai Seoul Store
Hera Shinsegae Department Store Centum City Store
This department store pop-up was planned with a fresh approach, setting it apart from previous pop-up experiences.
Rather than asking customers to make a special visit, the concept was to bring the brand directly to them—marking
HERA’s first attempt to transform an existing department store into a pop-up space infused with the unique
characteristics of a true pop-up. Through this project, we aimed to create an interactive environment where
customers could participate alongside the core elements of the store—
a space for two-way communication that allows visitors to experience and connect with the brand’s core values.
