Our South Korean beauty flagship, Etude House, has been nominated for a Popai Award in the Flagship & Store category! The Popai Awards are a showcase for those dedicated to achieving excellence in-store, they are a symbol of creativity, innovation and best practice – a hallmark of excellence that provides the benchmark for success and the catalyst for continuous improvement.

A bit about Etude House

We transformed the flagship store of South Korean cosmetic label Etude House to reflect its new brand positioning. Unveiled in May 2017, the Myeong-dong flagship store, is presented as an interactive beauty destination, the “House of Color Play”, where customers can be creative with cosmetics. Bringing a sophisticated, confident attitude while staying true to the brand’s playful spirit, it expresses Etude House’s refreshed “Sweet Dream” philosophy. The enhancements include digital interactions, a revamped store façade and a cohesive brand identity for Etude House.