The ‘YUHAENGHWAJANG Exhibition’ was planned to provide a personal experience with ‘YUHAENGHWAJANG’ which transcends time in an offline space,
along with the launch of a beauty curation book [YUHAENGHWAJANG] which features Amorepacific’s 77-year-long beauty heritage.
The exhibition was held at the ‘Story A’ in Hannam-dong for seven days during Oct. 7 – Nov. 20, 2022.
Concept
The exhibition space was composed to target the 1980s which evoke nostalgic feelings to the older generations,
while providing a newness to contemporary customers in their 20s of the times.
We hoped that visitors to the exhibition can enjoy trendy makeup (YUHAENGHWAJANG) of a different era through retro stylings and archive materials,
and can have an unusual experience like facing the past in the center of Hannam-dong, the highly modern place.
To enter story A located in the basement of the building, visitors have to descend the long narrow stairs
and can return to the past along with 1980s music as soon as they open the door as if traveling back in time.
To create a mood of visiting someone’s home during the 1980s, we planned all elements for the space in detail.
We attached the processed floor wood from a closed school to the walls to provide a retro feeling, and used floral
jacquard pattern and lace fabric which were popular then to use as curtains.
From the mother-of-pearl lacquered dresser which is visible as soon as visitors enter the 1980s’ space,
they can experience the retro makeup as personally applying strong shades of eye shadow in blue and green
which used to be popular at that time, as well as bold lip colors of HERA lipstick which seems old-fashioned
but used to be elegant back then. With clothes hanging in the mother-of-pearl lacquered furniture,
visitors can have an experience of returning to the past by trying on clothing with exaggerated shoulders which used to be popular in the 1980s.
Each monitor shows the past advertisements of Amorepacific’s makeup products from each period,
as well as tutorial videos on makeup methods from each period.
On the table, visitors can see copies of the old Hyangjang magazine from the 1980s.
Like reading old magazines showing a popular makeup culture of the times, visitors can fully enjoy the ‘YUHAENGHWAJANG’ contents.
To reenact the mood of the 1980s, we used antique furniture and personal collectors as exhibition props.
The cabinet which presents Amorepacific’s original archive products launched from the 1950s to the 1990s was installed
by borrowing from Osan’s Amore Archive which was actually used by the Taepyeongnyang Suwon Plant. Other types
of furniture were purchased from antique shops or second-hand markets, and various props including clothes were purchased
]from folk flea markets in Hwanghak-dong and Dongmyo area to create the detail of a mood. Old collections found from the parents’
house of the Creative Center’s members were also used as excellent presentation elements.
After finishing the time travel experience to the 1980s and
when entering the museum’s retail shop through a narrow exit, visitors can see the ‘YUHAENGHWAJANG’ book and
various retail goods.The retail shop of the exhibition site connected to the exit provides a feeling of returning to the contemporary time instantly.
We mapped the entire space with the color of the fashion makeup book package, and placed a universal message
of fashion makeup 〈Live, love〉 on the front side.
From one side of the walls, visitors can see keywords of each period, ranging from the 1970s to 2000s,
as well as carefully selected makeup methods and advertisements in the Hyangjang magazine.
Visitors can see the timeline of popular makeup styles by period in one view.
As validation of our ambition to offer experiences transcending time, many visitors have left positive reviews.
Notably, we felt very pleased when reading reviews by visitors who visited our exhibition with their parents.
The YUHAENGHWAJANG retail shop was also operated at the ‘Cartridge’ on the first basement of Amorepacific’s main building.
It had a similar composition with the shop at the YUHAENGHWAJANG Exhibition, and was operated for two weeks from October 11, attracting many visitors.
[Media coverage activities]
During the second period when the pop-up exhibition began, we distributed press release as ‘YUHAENGHWAJANG Exhibition’,
a pop-up exhibition that re-enacted the beauty of the 1980s. A total of 115 cases including three cases of paper articles,
three cases of onsite reporting articles, and other online articles were publicized.
[YUHAENGHWAJANG which popularized self-initiated trending virals online]
Various medias such as Powder Room, Rewview, and Wikitree,
posted articles about visiting and promoting the YUHAENGHWAJANG Exhibition.
Source | POWDER ROOM Naver Post
Source | POWDER ROOM Naver Post
[Experiences approaching closer to our targets]
Also, many Instagram users served as independent ambassadors leaving reviews after each visit,
so we could secure a large number of mentions on #YUHAENGHWAJANG and #YUHAENGHWAJANG Exhibition on Instagram.
Source | Instagram
The most impressive thing was that
the YUHAENGHWAJANG Exhibition was mentioned on the trend subscription service ‘Careet.’
Through actual opinions from generation Z, we confirmed that YUHAENGHWAJANG
reached its targeted segments by coming one step closer.
Source | Caret ‘Brands that did well this week’ series
