Seoyoung Shin I participated as the project leader and BX (Brand Experience) designer. Since the renewal’s purpose wasn’t simply to change the space but to transform the brand experience itself, I oversaw the entire process—from planning through construction to opening—from both strategic and design perspectives.

Yejun Yeo My role focused on redesigning the store’s direction and operational framework. I concentrated on strengthening the store’s competitiveness through sales strategy development, promotion planning, staffing, and contract management.

Yejun Yeo espoir Yeonnam, which had been operating since 2023, had a strong showroom feel that embodied the brand philosophy. Through this renewal, we wanted to create a central space for brand experience—one that anyone could easily enjoy and explore. We transformed it into a flagship store where customers can directly experience diverse products and sensibilities while feeling the brand philosophy.

Seoyoung Shin Rather than a simple store renovation, we developed it into an experience-centered space that captures espoir’s identity, clearly communicating the brand’s direction not only to domestic customers but also to global visitors. We positioned it as the starting point for espoir’s long-term strategy—the foundation for future retail business and international expansion. espoir Yeonnam serves as the core hub connecting the brand’s past, present, and future.

Yejun Yeo The defining feature is that you can experience espoir’s entire domestic and international product range in one place. For example, our signature Be Velvet Cover Cushion is available in 20 global shades—including colors not yet launched domestically—and has been particularly well-received by international customers with diverse ethnicities and skin tones. This is the iconic store where you can most completely experience espoir’s sensibility and expertise.

Seoyoung Shin The exterior and interior connect through a single concept: ‘red subtly revealed over a skin-tone base.’ Rather than showcasing espoir’s core red prominently, we concealed it beneath an ivory-toned base, allowing it to emerge subtly through gaps, cross-sections, and light. This symbolizes the brand’s essence, energy, and personality while expressing a central axis that unifies the diverse colors throughout the store. We also mixed and matched various materials—concrete, wood, metal—to create a harmonious ‘complexion-like base’ with different textures.

Seoyoung Shin For the exterior, we restructured the facade to unify the two floors and used red accents to clarify the flow. We added landscaping to the restrained structure to complete a warm sense of balance. Inside, we redesigned circulation to open sightlines and organized products on easy-pickup displays for effortless selection. Wood elements, hanging mirrors, and curved ceilings add warmth and rhythm to the space.

Seoyoung Shin The biggest change from the renewal was separating the consulting space from the retail space. We configured the entire basement level as a private, premium makeup consulting area, while the first floor follows a test-focused experience flow where customers can explore all of espoir’s products. The distinctive feature is the structure that flows naturally—lips, eyes, base, cushion, repeat testing, Custom & Play, cashier, and TO-GO (quick pickup zone)—designed to make experiencing products easy and intuitive.

Seoyoung Shin For the large LED vision at the Yeonnam flagship store, we initially considered using existing video content, but we shifted direction based on the principle that the ‘products themselves’ should be the protagonist of the space. We elevated the space’s refinement by presenting microscopic elements—product textures, finishes, and movements—as artistic beauty films. Thanks to Sohee’s delicate direction from espoir’s Content TF, we completed highly sensitive videos capturing the foundation flowing, glitter scattering, and balm textures melting.

Yejun Yeo This project involved simultaneous work across multiple domains, but we focused most on cross-team collaboration and communication. With various departments from both espoir and Amorepacific needing to work together, coordinating opinions and aligning around shared goals was essential. By communicating with an open attitude in every situation and coordinating so that each team could deliver their best results, we ultimately created a highly polished outcome.

Seoyoung Shin This renewal was a process of newly defining espoir’s spatial language. What we devoted the most effort to was ‘how can we translate brand experience into physical space?’ Through FGI consumer research, we confirmed what customers expected—an ‘espoir centered on product strength’—and based on this, we designed circulation, lighting, and display structures that would allow the most immersive product experience even within a compact space. Ultimately, what mattered most was maintaining the balance between brand sensibility and practical feasibility throughout. We received help from many people throughout the process. I’d especially like to thank Honglae Kim and Team Manager Jaebok Kim from the Space Planning Team, who assisted with the overall construction bidding.

Seoyoung Shin The ceiling height issue stands out as our biggest challenge. The structurally low ceiling made it difficult to create openness, and this remained our biggest concern right up until opening. We chose a design approach that actually created openness by concealing all the track lighting, piping, and equipment within the ceiling, then raising portions with a sloped structure to eliminate unnecessary visual clutter. We revised the ceiling design multiple times and ran simulations to minimize any sense of confinement. When the lights came on after completion, we’d unexpectedly created a space where focus and stability coexisted. It gave us a sense of achievement—that we’d realized brand sensibility despite the constraints. This experience reminded me once again that design isn’t about perfect conditions; it’s about transforming constraints into the language of sensibility.

Yejun Yeo In the early renewal phase, with no data or benchmarks available, Seoyoung and I conducted direct surveys of the Seongsu and Hongdae commercial districts. Although we didn’t have much real estate knowledge, we worked like an impromptu ‘real estate consulting team’—connecting with multiple agencies and analyzing everything from commercial district data to credit card transaction records. The on-the-ground information we gathered that way ultimately served as a crucial foundation for the renewal strategy. That process of creating direction amid uncertainty remains my most memorable experience.

Seoyoung Shin Right before the renewal opening, we focused on VMD (Visual Merchandising) work—finalizing product displays, refining the space, and staging the store’s visual presentation. It was a long journey of daily adjustments and detail refinements until the space reached full completion. What was particularly striking was the way products with diverse tones and packaging came together within the space to form a unified brand message. Products that appeared individually on screen came together in the physical space, demonstrating the brand’s power. This wouldn’t have been possible without Miyoung Kwon from the Creative Team, who worked alongside us on VMD execution, ordering, and accounting. The moment that sticks with me is hearing the feedback: “This is the most sophisticated of the recently opened beauty flagships, and the space where products are most visible.”

Yejun Yeo The pre-opening day was hectic, but on the official opening day, despite considerable tension, we started on a high note thanks to more opening-rush customers than expected. What I remember most are the customers who made a day trip from Daejeon specifically to experience ‘Custom & Play,’ and the customer who visited from Brazil, communicated with staff in Portuguese, and gifted us homemade chocolates. Moments like these made the significance of the renewal feel even more profound.

Seoyoung Shin For this renewal, we upgraded both colors and formulas, including 64 powder shades and balm formulas that allow infinite color mixing. Each color and formula underwent meticulous testing by Sungeun Park from the BM (Brand Management) team and artist Hyojin Choi from the MC (Marketing Communication) team, along with months of pressure testing to ensure stability. We developed a new tin case palette specifically so customers could keep and carry their completed palettes. We designed every element to be customizable—including free combination of 1-, 2-, and 3-pan trays, keyring attachments, and six outer sleeve colors. We also made it possible to directly select the stamp patterns (the designs pressed into powder surfaces), creating a sense of achievement in making a truly personal product. To help customers navigate what could be a complex process, we created an informational leaflet for easy enjoyment. This completes the distinctive experience and enjoyment that only espoir Custom & Play offers.

Yejun Yeo Right next to the Custom & Play zone is an area for an AI personal color analysis service. Use this to receive color recommendations and makeup suggestions suited to your skin tone. If you want more specialized analysis, store staff can directly measure your skin tone and help you find matching base colors. Personally, I recommend trusting and accepting help from our passionate staff members.

Seoyoung Shin Spatially, we configured an optimal makeup environment—from lighting and mirrors to furniture and dimming systems—to enable customer immersion. With the renewal, we expanded from 2 seats to 3, allowing us to serve approximately 1.5 times as many customers. What makes espoir Personal Consulting distinctive isn’t simple makeup demonstration—it’s the thoughtful way we reflect each individual’s facial contours, tone, preferences, and lifestyle to create a personalized look. Because of this, even with the same products, different results emerge suited to each person’s character and mood. We’re grateful that customers’ fresh sensory experiences are naturally generating word of mouth.

Yejun Yeo The MC team’s support during the renewal process elevated the store’s refinement. What particularly stands out is the collaboration with artist Yumi that we conducted while preparing Custom & Play content, which was prepared by Dawoon Jung from the MC team. Yumi’s sensibility meeting the espoir brand allowed us to introduce customers to a gray-toned color mood we hadn’t presented before, which became the limited-edition ‘Mist Veil Collection’ available exclusively at the Yeonnam store. We plan to conduct collaborations with the hottest artists like this once or twice a year. Additionally, when you visit espoir Yeonnam, you can discover products selected by beauty influencers.

Seoyoung Shin The core of this renewal was creating ‘a space for exploring and discovering one’s own beauty.’ Through the expanded experiences of testing all espoir products, receiving makeup consulting, and enjoying Custom & Play, we designed the space so customers could discover their own beauty (One You) instead of being defined by others’ standards. The tagline ‘Infinite Experience, One You,’ which we established together with Nakin Kim from the BM team, captures this philosophy well.

Yejun Yeo The must-do tip is definitely experiencing Custom & Play and the makeup consulting reservation service. I also highly recommend using the lip test cards in-store to try various colors and go through the process of finding your true colors—the ones that suit you most naturally. I believe these experiences are precisely the practice of New Beauty that espoir Yeonnam pursues, as well as the journey of customers discovering their own beauty.

Seoyoung Shin This renewal experience of designing not just products but also space as a product designer has enabled me to view design from a broader perspective. As a PM, I’ve also confirmed that while spatial design and aesthetics are essential, the essence lies in products and service. I hope many people will visit espoir Yeonnam, which was created through the efforts of so many, and take time to directly experience the product strength and discover the beauty that suits them perfectly.

Yejun Yeo Looking ahead, espoir Yeonnam will expand customer engagement through innovative strategies and diverse promotions while simultaneously pursuing sustainable sales growth centered on core products and deeper brand experiences. We’ll continue developing it as a store that grows together with customers—a space where all visitors can stay comfortably and take away joy and positive energy.

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