For the 2023 Amore Seongsu Autumn Promotion “FOR YOU, AN AUTUMN GIFT,” we wanted everyone who visits Amore Seongsu to feel the fullness of autumn as we celebrate the Korean holiday Chuseok,
which means “the best night for moonlight in the fall. We designed this promotion with the hope that everyone’s wishes would soar into the sky and be fulfilled, just like the wishes contained in the lanterns.
Reception
On the wall immediately visible upon entering Amore Seongsu, we created a display by hanging dyed linen fabric in three cascading layers.
A projector cast details of our ‘Autumn Wish’ Instagram event (@amore_seongsu) onto the fabric, encouraging participation.
Over the four-day event, many visitors left their wishes in the comments; these wishes were then shared in real-time on the same projection in the store.
This seamless integration of physical design and digital promotion offered a unique, interactive experience for our customers.
Aisle
We used the ceiling of the corridor leading from the reception to the main space to evoke the centuries-old Korean tradition of releasing sky lanterns (‘pungdeung’).
Based on circular metal frames, we handcrafted 30 lanterns using light pink and orange hanji (traditional Korean paper) and suspended them along the length of the corridor.
In the middle of this path, we set up a ‘Make a Wish Here’ photo zone, where a full-length mirror allowed visitors to capture stunning images of themselves surrounded by the lanterns.
Curation Table
Above the curation table in the main space, we installed a metal frame with hanging fabric to create a cohesive, warm autumn mood that flowed from the reception area.
The main focus zone featured the ‘Primera Organience Barrier Repair Seed Peptide Reserve Line’ in a display that visually linked the product to an image of the full moon.
The product selection was curated to feature essentials for dry skin—a common autumn concern—along with fall-toned makeup.
Mindful of our visitors’ shopping habits, we offered a range of lightweight gift sets and individual items rather than large, pre-packaged sets.
Seongsu Garden
In Korea, the autumn full moon is a symbol of abundance and prosperity.
As the autumn evenings began to draw in, we placed a large, illuminated moon sculpture in the center of the Seongsu Garden.
We invited visitors to gaze upon this full moon rising over Amore Seongsu, take a moment to forget the stresses of daily life, and find a sense of inner peace.
To make this beautiful season even more special, we presented ‘FOR YOU, AN AUTUMN GIFT.’
