Sophia Kim.

Creative Direction 
Experiential I Spatial I Retail  

Strategy 

For the Innisfree LA Grove Glassbox, one of the brand’s largest annual activations, our biggest challenge was to translate a wide range of product franchises into a single, cohesive visual identity. The project also required close alignment across multiple internal stakeholders and external production vendors, all while maintaining a high standard of execution for a highly visible, consumer-facing event. Ensuring consistency in messaging and design across all touchpoints was critical to delivering a unified brand experience.

Approach

My role was to lead the overall design direction while serving as the central point of coordination between the Innisfree team and production partners, streamlining communication from concept through execution. To unify the brand’s diverse offerings, I introduced a color-blocking system that clearly distinguished each franchise while maintaining a cohesive and visually impactful identity. This approach simplified storytelling, improved navigation within the space, and created a strong, memorable presence.

Results

The activation outperformed expectations, driving more than $150K in sales, drawing over 10,000 visitors, and generating upwards of $3.5M in EMV, exceeding the goal by 150%. SPF stood out as the leading category, fueling strong interest in the SPF 50 Lotion and Stick launches. The partnership with Sephora further elevated results by seamlessly connecting the pop-up with in-store activations at the Grove location, reinforcing the brand’s presence within a key Tier A retail setting.