Beauty retailer Etude has combined colourful design and digital technology to pull the punters into its main store in Seoul.
South Korean beauty retailer Etude has given its Myeong-dong flagship Etude House a makeover, and the outcome is the ‘House of Color Play’.
Translated, this means that as well as giving the store a root-and-branch makeover, consultancy Dalziel & Pow has worked to incorporate digital interaction as part of the design blueprint.
Practically, this means elements such as online beauty tutorials and a device that enables customers to find their exact skin tone using a face colour scanner, among other things.
The store’s three floors are a riot of colour and the retailer’s signature motifs, based on hearts and circular patterns, have been extensively built upon.
Much is also made of the brand’s trademark pink, with the roof and a door on the side of the façade both using the colour.
More traditional details, such as parquet flooring and Georgian panels, complete the look, intended to embody the retailer’s ‘Sweet Dream’ ethos.
The store is currently out-trading the rest of the retailer’s estate – a sign that digital and design in combination attract admiring glances.
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