“Amore is Coming” is a unified online–offline shopping festival launched in 2022, combining Amorepacific’s online channel (Amoremall) with offline spaces such as Amore Seongsu and Amore Store Gwanggyo. The event offers a broad brand experience through a variety of benefits and promotions, including KRW 200 million worth of beauty points, discount coupons of up to 99%, the AMSG kit composed of popular brand samples, and exclusive goods featuring Amorepacific’s mascot, Dolpoongi.
Concept
The campaign centers around the theme of “the joy of discovering your own beauty.” While emphasizing the integrated nature of the online and offline promotions, it also highlights the unique multisensory experiences that only offline spaces can provide.
We used Amorepacific’s character ‘Aebadaez’ as the main visual to create a friendly and approachable atmosphere for customers.
To keep the content engaging despite the large volume of information, each design includes playful and entertaining elements.
The first space visitors encounter at Amore Seongsu is designed not just to display a poster, but to create an immersive experience—using characters and surfboards from the poster to make visitors feel as if they’ve stepped inside it.
Additionally, the airball event, which was previously triggered online with a single mouse click, has been reimagined as a tactile offline experience where customers physically reach into a machine to grab an airball and receive a real coupon, highlighting the unique engagement only offline spaces can offer.
The Amore Tour, which best showcases the integrated online and offline promotion,
is an event where customers purchase products on Amore Mall and then visit Amore Seongsu and Amore Store Gwanggyo to complete missions.
The offline spaces were designed as ‘tour stations’ to enhance this experience.
The hanging banners at Amore Store Gwanggyo were designed with different visuals on each side — the front side shows the characters from the front, while the back side shows them from behind.
For the central banner, characters were illustrated playing baseball, with their figures slightly extending beyond the banner frame to enhance the sense of motion and fun.
