From 45 Brand Booths to Personal Beauty Discovery: MUSINSA Beauty Festa
Inside MUSINSA Beauty Festa: 45 brand booths and five lookbooks connected through NFC and QR, from style choices to beauty personas, recommendations, and gifts.
Finding a personal place in a festival of beauty brands
Choose a look, try a product, and discover a beauty persona. At MUSINSA Beauty Festa 2026 in Seongsu, encounters with multiple brands formed a connected, personal experience.
VVFY STUDIO built the NFC and QR participation system linking 45 brand booths and five collaboration lookbooks. The mobile flow started at the entrance and continued through booth visits, beauty personas and brand recommendations, and gift collection. It brought individual booth experiences into the wider story of the event.
Choose a lookbook, then explore the brands that interest you
MUSINSA Beauty Festa 2026 in Seongsu ran from August 21 to 23. Visitors could meet a range of beauty brands and explore a collaboration zone bringing fashion and beauty together.
The entrance QR code opened a mobile website where visitors registered a nickname. They then chose one of five lookbooks in the MUSINSA Beauty collaboration zone. Before meeting the products, they started with a style they liked.
From there, visitors selected any 10 of the 45 participating brand booths. They could begin with familiar brands or stop at something newly discovered on site. The participation requirements left room for different interests and different routes through the festival.
On smaller screens, swipe sideways to explore. Select an image to enlarge it.
Different booth experiences, a consistent way to participate
Products and activities gave each booth its character. The mobile interaction needed to fit between those experiences, with a familiar way to record participation as visitors moved from one brand to another.
Each location provided NFC and QR. Tapping a phone or scanning a code opened the same mobile website. Visitors could continue their participation record and check their stamps without installing a separate app.
Individual brands kept their own experiences within a shared participation flow. NFC and QR connected the physical sign, the visitor's phone, and the next booth, giving the festival a common way to carry participation across its many locations.
Select an image to enlarge it.
A beauty persona gives brand recommendations a personal context
Once visitors met the participation requirements, they saw one of five beauty personas and a set of recommended brands. A name and image expressed the result, alongside brands to explore.
In a festival featuring many brands, an individual result provides another context for discovering them. After exploring the booths, visitors could see which brands appeared in their result. Brands encountered on site were presented again within the theme of personal beauty preferences.
The style story that began with a lookbook continued into a persona and brand recommendations. The event's combination of fashion and beauty was reflected in the beginning and end of the mobile experience, as well as in the venue.
Select an item to explore the actual result screens. Select an image to enlarge it.
From the result on screen to a gift in hand
Visitors showed their completed persona screen to event staff and received a gift matched to that persona. The result on the phone connected directly with something they could take away.
Considering result content and gifts together carries the context of the experience into the moment products are handed over. A chosen style, a result, and the accompanying gift belong to the same participation sequence. At MUSINSA Beauty Festa, discovering a personal result and receiving products formed a connected conclusion.
The completion screen also provided gift-collection guidance. Mobile instructions continued beyond the result, explaining where visitors should go and what to show on site.
View the message shown when returning after completion
Recording how participation unfolds
Many booths operate at once during a festival. The admin dashboard made it possible to review where participation was recorded and how far visitors continued through the event flow.
| Available record | What it shows |
|---|---|
| Total participants and NFC participants | Participation scale and NFC usage |
| Booth-level tag counts | Participation recorded at each booth |
| Stamp distribution and completion rate | Progress and the proportion of completed participation |
| Time to completion | Time from starting to finishing participation |
| Persona distribution | How often each result type was delivered |
The dashboard aggregated the latest records when opened or refreshed. During the event, they could support reviews of signage and operations. Afterwards, they provided material for looking back at booth participation and completion.
Tag counts represent participation, rather than purchases or product preference. Read alongside booth locations, queues, and on-site guidance, they can inform future decisions about the amount of activity and the participation requirements.
View full-size imageBringing 45 booths into one beauty experience
Lookbook selection, brand visits, beauty personas, recommendations, and gifts formed a continuous flow. Visitors could explore individual brands freely while the mobile experience connected their participation across the festival.
An event with many brands needs room for each identity as well as a shared story. MUSINSA Beauty Festa gave that exploration a conclusion through personal results and matching gifts.
See venue images and actual screens in the MUSINSA Beauty Festa portfolio. For projects connecting brand experiences with NFC and QR participation, contact VVFY STUDIO.
Frequently asked questions
Do visitors have to visit every booth?
Visit requirements can be planned around the event's scale and the time needed for each experience. Visitors might choose a set number of booths, or be required to include a key booth in their route. The requirements can reflect the brands to be introduced and how visitors move through the venue.
Can visitors receive different results and recommended brands?
Yes. Results and recommended brands can vary according to selected styles or interests, with gifts linked to each result type. The selection criteria, names, images, and descriptions can be designed around the event concept and participating brands.
Can NFC and QR be used together?
NFC tags and QR codes can connect to the same mobile website. Visitors can tap with their phone or scan a QR code with the camera, continuing their participation record without installing a separate app. On-site signage can present both methods together.
What records can organizers review during and after the event?
The system can be configured to show participant counts, booth-level tag counts, stamp status, completion rate, time to completion, and the distribution of result types. During the event, these records support checks on participation flow and on-site guidance. Afterward, they help organizers review the booth setup and participation requirements. Reporting fields are selected to suit the event's participation flow.
Related projects
Event information draws on the official MUSINSA guide. System and screen descriptions are based on VVFY STUDIO's project materials.
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