For Sephoria Paris 2026, 23Bassi is designing an immersive space for Yepoda that brings a piece of Korea to the heart of this international beauty event.
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The concept draws inspiration fromthe hanok, the traditional Korean house, to reinterpret some of its most recognizable elements through the brand’s contemporary, youthful, and pop aesthetic.
Not a philological reconstruction, but a transformation: Korean architecture becomes a retail experience.
The upper structure of the booth echoes the rhythm of traditional roofs, with beams, brackets, and small circular elements repeated along the crowning edge. However, everything is lightened, simplified, and immersed in Yepoda’s soft color palette, transforming the hanok into a small pastel-colored architectural structure dedicated to skincare.
The traditional relationship between the wooden structure, the infill walls, and the openings is expressed through a succession of niches, grids, illuminated surfaces, and small “portals.”
A powder-pink hue sets the overall backdrop, while very light greens, yellows, and luminous shades introduce color accents that make the space instantly recognizable as Yepoda.
The large spherical light bulbs arranged along the perimeter further emphasize the idea of a small temporary structure—almost like a house lit up for a party.
The result strikes an interesting balance: references to Korean culture are present, but they never overshadow the brand’s identity.
One of the project’s key features is the integration of architecture and digital elements.
The vertical screens are incorporated into the display as actual openings: not monitors hung on the walls, but contemporary windows through which to showcase ingredients, routines, products, and results.
Between one screen and the next, there are colorful product displays, small sections dedicated to skincare, and backlit grid panels.
The physical and digital elements thus come together to form a single narrative fabric.
The product remains central, but it is integrated into a system capable of explaining, displaying, and telling a story all at once.
Four gashapon machines are displayed on one side of the booth, redesigned in the Yepoda color scheme.
Classic Asian vending machines become a source of engagement: an object that is instantly recognizable, playful, and deeply connected to Korean and Asian pop culture.
The wall is therefore not just a display surface.
It invites visitors to come closer, interact, and discover. The phrase “Tentez votre chance!” transforms part of the booth into a mini-game and makes the visitor the star of the brand activation.
The project continually explores the transition between memory and reinterpretation.
The grids are reminiscent of the light partitions found in traditional architecture; the upper sequence of beams echoes the wooden construction of the hanok; the circular elements of the crowning course suggest the rhythm of the roof.
But everything is filtered.
The proportions become softer, the edges are rounded, wood gives way to monochromatic surfaces, and color transforms the historical reference into a contemporary setting.
It is precisely this departure from a literal replication that makes the concept interesting: not a Korean setting, but Korean design reinterpreted through the brand.
The booth also operates along the border.
Outside, a large graphic composition featuring Yepoda campaigns creates a more energetic and urban image; once inside, the atmosphere changes, and visitors enter a more delicate, orderly, and almost home-like space.
The upper structure clearly defines the volume without needing to enclose it.
Within just a few square meters, the booth manages to be all of the following at once:
architecture, displays, media walls, and activations.
A small, temporary hanok that embodies the spirit of Yepoda and brings it to Paris.
