for Etude House, which is part of Asian beauty conglomerate Amore Pacific. Complementing the refreshed façade are contemporary interiors. D&P devised a layered approach: essential touchpoints to reflect the core store offer, and signature touchpoints to elevate the customer experience. Filled with colour, charm and fun, the store has the feel of a home with a blend of classic and modern details while retaining the iconic pink roof. D&P introduced a secondary palette to balance the brand’s trademark pinks, but installed a pink door on the side of a façade, which is becoming a photo spot for tourists. Signs have been simplified and clarified, while signature motifs based on hearts and circular patterns have been built upon. On the ground floor, customers are encouraged to explore all Etude House products, share looks and socialise around an oval mid-floor table haloed by a lighting feature and illuminated wall mirrors. Key Etude House decor details such the parquet floor and Georgian panels have been mixed with more contemporary fixtures and materials. Personal studio The mezzanine level introduces a Personal Studio offering, with My Colour Finder and My Colour Draping services. New “Find Your Look” demonstrations are offered, including skincare. D&P introduced nine signature looks for this section, with the help of beauty experts. Digital is also a strong part of the Etude House experience, with expanded product stories and immersive tutorials. For example, girls can find their exact skin tone using a specialist face colour scanner. Even more personalisation and play is introduced on the second floor with the Colour Factory concept. Customers can blend bespoke lipsticks at the My Lips Bar using beauty technology. They can then choose a lipstick case and have their name engraved on the packaging. With a nod to social media, Etude House also features a Snap & Share space.