ETUDE HOUSE's new beauty store concept in Seoul, South Korea was created to "redefine the role of physical retail in the beauty sector" and communicate the story of the brand in a playful way. The pink retail store gives people plenty of chance to experience personalized touches with the interactive skin scanning station, a foundation mixing station and play tables for assembling palettes and customizing them with stickers or engraved details. A hub for playing and testing, the store inspires child-like exploration in beauty lovers.
This design builds on the success of ETUDE's House of Colour Play store concept launched in 2017 and this refreshed design speaks to digital natives. The brand worked with Design4Retail to create a fun and engaging space styled as a cosmetic playground layered with experiential and interactive elements.
Play-Focused Beauty Stores
ETUDE HOUSE's Beauty Store Concept Encourages Discovery & Customization
Trend Themes
1. Playful Retail Experiences - Brands could explore creating interactive physical retail spaces that encourage consumers to explore and personalize products in a fun and engaging way.
2. Beauty Customization - Customization is becoming an increasingly important feature of the beauty industry, as consumers look for personalized products and experiences they can make their own.
3. Interactive Technology in Beauty Retail - The use of interactive technology such as skin scanning stations and foundation mixing stations is a growing trend in beauty retail, allowing consumers to experiment and personalize their purchases.
Industry Implications
1. Beauty Retail - Beauty retailers can take inspiration from ETUDE HOUSE's playful and interactive store design to create memorable experiences that encourage engagement with their products.
2. Retail Design - Design agencies and consultants can work with beauty brands to develop engaging physical retail concepts that allow customers to discover and interact with products in a fun and playful way.
3. Interactive Technology - Companies that create interactive technology such as skin scanning stations and foundation mixing stations can expand their offerings to the beauty industry, creating engaging experiences for consumers.