mise-en-scéne’s first offline pop-up to establish the brand’s BI as a ‘global hair fashion brand’.
To visualize the brand as a trendy and youthful brand, we actively utilized the image of brand ambassador AESPA,
and also focused on customer experience to introduce the lineup of Perfect Serum with various functions.
Concept
We chose a space concept called “FIND YOUR PERFECT SERUM”, named after mise-en-scéne’s main product and the main character of the pop-up, Perfect Serum.
In line with the young target audience who proudly adhere to their own fashion worldview, the space visualizes the journey of finding your own fashion, your own perfection.
The journey begins at the ‘door’.
Four door objects were created on the outside of the Amore Saint Laurent store to create the visual impact of the first offline pop-up.
Concept
We chose a space concept called “FIND YOUR PERFECT SERUM”, named after mise-en-scéne’s main product and the main character of the pop-up, Perfect Serum.
In line with the young target audience who proudly adhere to their own fashion worldview, the space visualizes the journey of finding your own fashion, your own perfection.
The journey begins at the ‘door’.
Four door objects were created on the outside of the Amore Saint Laurent store to create the visual impact of the first offline pop-up.
With so many brands and products coexisting in the Amore Sung-su space, the pop-up at the entrance needed to have the power to keep drawing people inside.
Whereas the façade created curiosity with door objects that didn’t reveal the product, the interior actively utilized images of the product and model.
We repeatedly used the brand’s signature color, a vibrant orange, to create a sense of unity.
At the reception, a photo zone was organized with a video, and the product experience was seamlessly connected to the interior space.
With so many brands and products coexisting in the Amore Sung-su space, the pop-up at the entrance needed to have the power to keep drawing people inside.
Whereas the façade created curiosity with door objects that didn’t reveal the product, the interior actively utilized images of the product and model.
We repeatedly used the brand’s signature color, a vibrant orange, to create a sense of unity.
At the reception, a photo zone was organized with a video, and the product experience was seamlessly connected to the interior space.
“FIND YOUR PERFECT SERUM”
The last main space, the Garden Lounge, was divided into four rooms concept.
Four perfect serums with different functions and fragrances were matched to each of the four AESPA members, and the room was decorated like a member’s room, adding an element of experience and fun to the experience of finding the perfect serum that suits you.
Design key points
mise-en-scéne’s first pop-up is designed to impactfully convey the brand’s image as a ‘global hair fashion brand’, while allowing customers to experience the brand’s signature products in depth and fully enjoy the pop-up space with a variety of experiences and events.
In four spaces, reminiscent of the rooms of AESPA members, customers can test products, enjoy experiences such as stamping and roulette, and go on a stylish journey to find their own style.
Design key points
mise-en-scéne’s first pop-up is designed to impactfully convey the brand’s image as a ‘global hair fashion brand’, while allowing customers to experience the brand’s signature products in depth and fully enjoy the pop-up space with a variety of experiences and events.
In four spaces, reminiscent of the rooms of AESPA members, customers can test products, enjoy experiences such as stamping and roulette, and go on a stylish journey to find their own style.
