The first true beauty retail hub in Milan dedicated to skincare and K-pop Korean culture
Yepoda Haus Milan is the contemporary expression of experiential beauty retail: every element is designed to engage the customer in a sensory, narrative ritual.
.01
.02
.03
Yepoda’s first flagship store in the world is in Milan. In the heart of Brera, on Via Mercato, The Yepoda Haus opens: a beauty retail hub dedicated to Korean skincare and K-pop culture, where aesthetics, functionality and experience merge in an immersive space. The colour palette is that of Fioranese’s Italian Landscape Pesca collection, designed by 23bassi: dusty salmon pink, neon accents, pastel contrasts. At the centre, an organically shaped table tells the Korean routine in six steps; on the mezzanine, a Seoul-underground-style photo booth and a skin-analysis area.
Yepoda Haus Milan: the first Korean skincare hub designed by 23bassi. In the heart of Brera, after the first temporary store on Corso Garibaldi in 2023, Yepoda Haus opens on Via Mercato in Milan, the world’s first flagship store of the Korean skincare brand Yepoda. The project, by studio 23bassi, presents itself as a beauty retail hub where aesthetics, functionality and experience merge in a single immersive space. Not just a store: an ecosystem, an experiential shop that celebrates the K-beauty universe with an accessible, pop and immersive language.
A beauty shop inspired by Korea, designed in Italy. The store wins you over with its warm, enveloping colour palette: surfaces, floors, claddings and walls are in the ‘Pesca’ shades of Fioranese’s Italian Landscape collection, designed by studio 23bassi itself. The dominant tone, a dusty salmon pink, creates an elegant visual continuity, dotted with neon accents and pastel contrasts (mint-green curtains, functional details).
Entrance and bar area. Crossing the threshold, the guest is welcomed by two oversize installations: the sculptural packs of ‘The Double Bubble’ and ‘The Calm Balm’, symbols of the first step of Korean cleansing. On the left, facing the window onto Via Mercato, is the bar: the bespoke counter runs along the whole wall and becomes a till, a pick-up point for online orders and a convivial space, where you can sip a drink while waiting for the products.
At the centre: the altar of the Korean beauty routine. The heart of the space is the large central organically shaped table, inspired by the ritual of Korean skincare in six steps. The products are arranged in orderly sequence — cleanser, toner, essence, serum, cream, sun protection — with mirrors, testers and detailed explanations. At the exact centre, the ‘Tinted Skincare’ totem column highlights the brand’s coloured creams, lit from below like sacred objects of the routine.
Refill area: playful sustainability. On the back wall, a backlit installation graphically shows all the available refills. Here the Refill Experience comes to life, fitted with a mechanical crank that lets the customer decant the refill content into their own personal packaging: a sustainable, fun, almost playful gesture that reinforces the brand’s refill-and-reuse philosophy.
The mezzanine: Seoul, technology and beauty. Going up to the upper floor, the route continues with two experiences: a Seoul-underground-style photo booth, with neon lights, a yellow curtain and graphic panels, designed for taking and sharing selfies and videos; and a skin-analysis area with a professional skin analyzer, to receive personalised recommendations based on your skin’s needs.
