Case Study ︎︎︎
House of Miracles
Client ︎︎︎ SK-II x China Duty Free Group
Client ︎︎︎ SK-II x China Duty Free Group
Roles
︎︎︎
Art Direction, Design
Agency ︎︎︎ Huge
Agency ︎︎︎ Huge
Visual Identity
Experiential
Campaign
Brief
To create an engaging and memorable shopping experience for SK-II customers, by designing an interactive pop-up store in Hainan.
Target audience: Female consumers aged 25-45 who are interested in premium skincare products and are looking for a unique shopping experience.
Key requirements:
- Create a social media buzz around the launch of the pop-up store
- Design an interactive and immersive experience that showcases SK-II's products and brand values
- Provide customers with a fun and memorable shopping experience
- Drive sales of SK-II products and increase brand awareness in Hainan
Solution
The O2O activation takes personalised skincare shopping to new heights, bringing shoppers on a journey to learn more about their skin and discover SK-II’s signature ingredient Pitera. This begins from personalising and gamifying the shopping experience on WeChat, to shoppers customising the storefront with “Miracle Drop” designs to offering personalised skin counselling and product recommendations. It’s all about letting shoppers experience how the iconic and exclusive Pitera transforms their skin to crystal clear skin at the SK-II House of Miracles.
By providing a unique and memorable shopping experience, the SK-II House of Miracles drive sales of SK-II products and increase brand awareness in Hainan, helping to solidify the brand's position as a premium skincare provider.
The Miracle Generator: O2O gamification
The experience begins digitally with The Miracle Generator. At the entrance, shoppers are invited to download the WeChat Mini Program digital companion, where they can collect and grow Miracles as they explore the physical store. They can also customise their Miracles while waiting in line to check out.
The Miracles Tester Bar greets visitors as they enter the physical pop-up space. Designed as an ode to Pitera, the Miracle Chandelier and Tester Bar delights shoppers with a vibrant light celebration whenever a customer picks up a bottle of the hero skincare line.
The Miracle Scan: AI-powered skin analysis
The journey continues at The Miracle Scan zone, where shoppers can receive personalised skincare analyses using the ‘Magic Mini Scan’, SK-II’s innovative artificial intelligence-enabled contactless skin analysis tool. The Mini Magic Scan gives in-depth information on skin’s strength and potential, allowing users to unlock their skin age and receive personalised product recommendations. It works in under three minutes and can detect skin fluctuations and imbalances at a pixel level by homing in on three facial zones: the eyes, cheeks and mouth.
The Wall of Miracles: Tech-powered product discovery
Afterwards, shoppers visit The Wall of Miracles, where they learn about Pitera and SK-II hero products through engaging and intuitive eye-tracking technology. By simply looking at The Wall of Miracles, shoppers can discover more about Pitera and how it powers SK-II’s products.
The Miracle Broadcast: Digital store customisation
At check-out, shoppers are invited to scan their personalised Miracles from the WeChat Mini Program and broadcast them onto the store’s interactive digital LED screens. The floor-to-ceiling digital displays enable shoppers to adapt the store façade with their own customised Miracles – allowing for elevated personalisation across both the online and offline realms.
