Reframing beauty heritage with AmorePacific
AmorePacific, Asia’s largest cosmetics company, have recently opened their new David Chipperfield-designed headquarters in Seoul, South Korea – and as part of the development, we were asked to develop brand storytelling for the space, incorporating pivotal moments from the company’s history and founder Suh Sung-whan into displays, shown in renders above, that add warmth, emotion and homeliness to their new space.
A deep-dive into the company’s history revealed key moments that inspired our designs. In one space, the Archive, a heritage organ-shaped perfume cabinet became the model for a product display that resonated with their past, while the ‘lab’ innovation area recalled the origins of AmorePacific’s first ever laboratory – the bathroom of the founder’s home.
For office areas we also designed spaces to inspire and connect employees to the individual brands within AmorePacific they work for. These included displays informing them about the innovation and natural ingredients used in products, as well as interactive walls that encourage team communication.