BASE PICKER WIDE, a customized foundation service, has been introduced at Amorepacific Store Gwanggyo. The goal was to communicate Amorepacific’s vision of beauty by providing optimized solutions to customers.
Concept
A more advanced customized foundation service, BASE PICKER WIDE, has been introduced at Amore Store Gwanggyo. From the early stages of the project, service planning and space design were carried out simultaneously to create a dedicated area for the new service within the existing store. While preserving the store’s original strengths, we redesigned the layout, signage, and service flow to offer a more comfortable and engaging customer experience.
We hope the unique experience of creating personalized cosmetics leaves a lasting impression and brings lasting satisfaction.
Product experience and content experience
coexist in the retail space.
What approach should be taken when introducing a new service within a corner of an existing store?
Base Picker, launched at Amore Seongsu in April as both an experiential service and a brand, established its own design identity. When introducing Base Picker to Amore Store Gwanggyo, it was essential to refine the service flow while adjusting the ambiance to harmonize with the rest of the store.
“2 textures & 150 shades,
BASE PICKER WIDE”
Already beloved by customers at Amore Seongsu, BASE PICKER is a customized foundation service that combines Amorepacific and KAIST’s patented skin tone finder technology with the world’s first robotic foundation manufacturing system. This service accurately identifies a customer’s skin tone and produces a personalized foundation on-site the same day.
The BASE PICKER WIDE launch project at Amore Store Gwanggyo, representing a technological upgrade, began in July with collaboration across six departments. Over the course of approximately four months, the Restore Business Team focused on preparing the offline space and customer experience. Special attention was given to designing a physical service area that would fully convey the value of in-person interaction. The team ensured that the core essence of personalized service remained intact while exploring ways to deliver the enhanced experience to as many customers as possible.
The first key consideration was the expanded color system of BASE PICKER WIDE, which now offers 150 shades ranging from No. 3 to No. 40 (previously No. 9 to No. 33), totaling 600 product combinations. This upgrade enables a truly personalized service that goes beyond simply matching foundation to skin tone—it allows us to deliver the perfect shade for each individual, regardless of race or gender.
Second, we expanded service touchpoints to bring the BASE PICKER experience to more customers. This involved more than just adding an offline location. Key enhancements include: (1) dual-arm BASE PICKER robots and two-person service tables that allow customers to receive services simultaneously or together; and (2) self-color measurement and simplified ordering via BASE PICKER byME, enhancing convenience and user experience. Additionally, strong reservation rates—a key indicator of customer interest—have validated the demand for this service. In response, we restructured our Standard Operating Procedures (SOP) to improve overall convenience and satisfaction, and extended service hours to broaden accessibility.
Based on the service flow established through these two key considerations, we structured the layout accordingly. As this project involved creating a new service space within an existing store, we designated the area from the check-in counter at the entrance to the checkout counter as a dedicated service experience zone. This allowed us to clearly distinguish between the product experience area and the content experience area. To help customers intuitively select the experience they want, we used materials with a distinct tone and mood from the rest of the store.
One of the signature services at Amore Store Gwanggyo is offering samples created on-site, so it was essential to ensure this process operated smoothly. We designed the layout around the POS tables to enable a seamless flow between the customized content zone and the sample market.
“The foundation is now in place, and the stage is set
for a complete experience it now requires delicate finishing touches.”
We brought in the Base Speaker signage used at Amore Seongsu as-is, removed the existing store signage, and added illuminated signage in key areas. To ensure visual harmony with the rotating Base Speaker signage, we unified the lighting temperature and materials, while incorporating various forms of signage—wall-mounted, canopy-style, and flat-panel—to help each space stand out.
To promote the launch of the Base Speaker service, we used visuals showcasing a variety of base makeup shades in posters and images to communicate the service concept. Additionally, to clearly convey that the service offers over 200 color options and accommodates both warm and cool undertones, we displayed actual product samples in glass bottles.
AmoreStore Gwanggyo Base Speaker Wide
Service Launch Project
We were mindful that our efforts to communicate our values of beauty might unintentionally place too much emphasis on technical expertise, potentially making the brand feel cold or impersonal.
To address this, we sought a careful balance between the foundational space, thoughtful customer experience design, and the technology that brings this service to life—always with the goal of ensuring that our authenticity resonates with our customers. Thanks to the dedication of all the teams involved, we believe the service has launched successfully. We’d like to take this opportunity to express our sincere gratitude.
