Retail Experience / Brand Spatial Renewal / 2021
Perfect Diary
Experience Store
A commercial brand image renovation proposal for Perfect Diary, transforming the offline beauty store into a more recognizable, layered, and immersive retail experience.
Background
From Online Growth to Offline Experience
Perfect Diary grew rapidly through social media marketing, collaborations, and a young consumer base. However, the offline store experience did not fully translate the brand’s visual energy, product character, or slogan “Unlimited Beauty” into spatial form.
This project rethinks the brand’s physical retail environment by building a more distinctive color system, a clearer hierarchy of product display, and a more memorable spatial identity.
Design Concept
Forest, Water, and the Wild Eye
The proposal draws from the visual language of Perfect Diary’s animal eyeshadow palettes. Instead of treating makeup as isolated products, the design imagines the store as a soft, wild, and luminous landscape.
Flowing forms, plant-like curves, translucent acrylic, and highlighted product islands create a sense of entering a cosmetic forest, where each product becomes a vivid detail hidden within the scene.
Design Strategy
Building a Recognizable Retail System
01
Color Identity
A fresh pink-green palette connects the brand’s youthful tone with a natural, slightly surreal cosmetic landscape.02
Product Focus
Star products are separated from the average shelf system and highlighted through lighting, height, and spatial framing.03
Experience Flow
A fluid circulation guides customers from storefront attraction to product exploration, makeup testing, and key display zones.Material Palette
From Surface Samples to Spatial Atmosphere
The material board translates the store’s soft blush, sage green, rose-gold, translucent acrylic, fabric, and planting elements into a tactile palette, suggesting how two-dimensional material samples become the three-dimensional retail environment.
Plan
Flowing Plan and Product Islands
The plan reorganizes the store around a softer circulation system. Display islands are inserted along the flow, creating clearer product hierarchy and more intuitive movement for testing, browsing, and discovering hero products.
Display Wall
Eyes in the Jungle
The eyeshadow display responds to the animal-eye packaging. Products are embedded within plant-like wall curves, creating the feeling of discovering eyes hidden in a dense cosmetic jungle.
