2023 AMORE SEONGSU CHRISTMAS ‘Christmas, my dear.’
2023 아모레성수 크리스마스 ‘Christmas, my dear.’
AMOREPACIFICDec 01, 2023
Summary
The theme of Amorepacifica Christmas 2023 is “Christmas, my dear.
The slogan “Christmas, my dear.” is an allusion to the Christmas greetings “It’s Christmas time, my dear.” and “Merry Christmas, my dear.” that we send to our loved ones.
Inspired by Christmas cards, one of the best mediums for conveying love, the space and its products are decorated with elements that can only be experienced at Amore Seongsu.
We would like to introduce you to the one-of-a-kind Christmas prepared by Amore Seongsu, a space that speaks of love.
The Christmas project kicked off in late September, with the final setup completed on December 4.
Here’s an exclusive look behind the scenes —
a Christmas brought to life through collaboration with five production teams.
(From left to right)
1. The 3-meter-tall tree, stored in the warehouse for the past year, and the graphic sheets to be applied throughout the store are ready.
2. The large paper objects, the highlight of this year’s Christmas display, are arriving sequentially by truck.
3. We also participate directly in the installation if necessary. (Pictured: Working on the window graphics at Amore Busan.)
4. We also decorate the large tree for the Amore Seongsu reception area ourselves!
5. The medium-sized card-shaped display pieces for the ‘Holiday Selection’ have arrived, packaged all the way from Daegu. (Thanks for making the long journey!)
(From left to right)
1. The Signature Wall at the main entrance of Amore Seongsu has been newly dressed for the Christmas edition! It’s secured with tape after installation to keep everything perfectly in place.
2. Two additional paper goods — a 3D card and a mini postcard set — are now on display in the merchandise zone near the exit.
3. On the setup day, the mini postcard sets hadn’t yet arrived, so we placed a small sign instead. (We’re waiting for Rudolph.)
4. Each 3D card is carefully inspected and packaged by hand — with love, my dear.
5. Seongsu Garden, the heart of Amore Seongsu, has been adorned with sparkling holiday lights to welcome the festive season. (The setup took several days, timed carefully with the weather and the fall of the leaves.)
The Signature Wall has been newly adorned for the Christmas season.
Perfectly matching the cover of the 3D card, this year’s wall comes with a special twist —
a three- dimensional installation that shimmers green when viewed from the left and pink when seen from the right.
At Amore Seongsu, there is a square window next to the entrance that we call the ‘Signature Wall.’
Typically, we decorate it by applying graphic sheets according to the current theme.
However, while working on this Christmas project, we wanted to try something new.
Our first new approach was to create a 3D Signature Wall instead of the usual 2D.
The core idea was: ‘I want to showcase both pink and green, our key Christmas colors.
But instead of seeing them flatly all at once, wouldn’t it be great if it looked pink from this angle, green from that angle, and had a tree-shaped cutout in the middle?’
This kicked off the process of challenging our production partner with all these ‘wouldn’t it be great if…’ requests.
Countless considerations went into the final design: Should it attach directly to the glass? What material should we use—metal or wood?
How should we finish the edges of the tree-shaped cutout?
Could it withstand unpredictable weather changes like freezing temperatures, snow, and rain?
The result of navigating all these factors is the 2023 Christmas Edition Signature Wall, which we are proud to introduce once again.
All of the Christmas installations were crafted entirely from paper.
The idea stemmed from a simple realization —
the Christmas cards that inspired this project were made of paper too.
The most distinctive feature of this year’s Christmas project, compared to previous pop-ups or exhibitions, lies in the material we used. Anyone involved in project planning — especially in design — can probably relate to this moment: you have the slogan, the key colors, and the graphic concept all set… but then comes the big question — “What material should bring this to life?”
While options like wood, metal, acrylic, or foam board were all on the table within the given budget, countless considerations followed: the shape of the piece (simple or intricate), its size (and how large “large” should be), and where it would be displayed — on the floor (is the surface level or sloped?), suspended from the ceiling, or mounted on the wall. Once all these factors came into play, the range of usable materials narrowed much more than we had expected.
And, of course, the familiar designer’s dilemma — the ideal material always seems to exceed the budget, while staying within the budget rarely achieves the picture in your mind. After many trials, discussions with manufacturers, and endless rounds of mock-ups, we finally arrived at our answer — paper.
The most distinctive feature of this year’s Christmas project, compared to previous pop-ups or exhibitions, lies in the material we used. Anyone involved in project planning — especially in design — can probably relate to this moment: you have the slogan, the key colors, and the graphic concept all set… but then comes the big question — “What material should bring this to life?”
While options like wood, metal, acrylic, or foam board were all on the table within the given budget, countless considerations followed: the shape of the piece (simple or intricate), its size (and how large “large” should be), and where it would be displayed — on the floor (is the surface level or sloped?), suspended from the ceiling, or mounted on the wall. Once all these factors came into play, the range of usable materials narrowed much more than we had expected.
And, of course, the familiar designer’s dilemma — the ideal material always seems to exceed the budget, while staying within the budget rarely achieves the picture in your mind. After many trials, discussions with manufacturers, and endless rounds of mock-ups, we finally arrived at our answer — paper.
This year’s Amore Seongsu Christmas project, “Christmas, my dear,” took inspiration from the idea that a Christmas card — much like Amore Seongsu itself, a space that speaks of love — is a beautiful medium for expressing affection.
Then came a spark of curiosity:
“What if the card itself were made life-sized? And what if, just like a real card, it was made entirely of paper?”
While exploring this idea, we met a workshop specializing in paper furniture. With less than a week left before the setup, the paper artisans and our team worked day and night — even through the weekend and into the early hours of installation day — to bring the Christmas objects to life.
We also created two kinds of paper goods where visitors can write heartfelt messages to their loved ones.
As a little gift, those who take and share a photo receive a special
object sticker and a mini postcard — a keepsake of Christmas, my dear.
The Christmas card was the very starting point of the entire project — the piece that took the most thought, care, and time to create.
We wanted to design a Christmas experience that could only happen at Amore Seongsu, a place that speaks the language of love.
After much contemplation, the idea slowly took shape: “Amore Seongsu is a place that tells stories of love… and Christmas?
It’s the season to express that love. But how? By writing a letter.” That simple thought became the first button we fastened in the planning process.
Once the concept was set, the next question was how to make the Christmas card feel truly unique.
As we arranged our pre-drawn graphic seeds here and there, an idea struck — what if these cards didn’t just lie flat on paper, but stood up?
That moment sparked the birth of the 3D card. After countless trials — standing alone, grouped together, revised again and again — the final design came to life.
The completed 3D cards were displayed at both Amore Seongsu and Amore Busan, reaching the hands of many who wished to share their love.
The Christmas card was the very starting point of the entire project — the piece that took the most thought, care, and time to create.
We wanted to design a Christmas experience that could only happen at Amore Seongsu, a place that speaks the language of love.
After much contemplation, the idea slowly took shape: “Amore Seongsu is a place that tells stories of love… and Christmas?
It’s the season to express that love. But how? By writing a letter.” That simple thought became the first button we fastened in the planning process.
Once the concept was set, the next question was how to make the Christmas card feel truly unique.
As we arranged our pre-drawn graphic seeds here and there, an idea struck — what if these cards didn’t just lie flat on paper, but stood up?
That moment sparked the birth of the 3D card. After countless trials — standing alone, grouped together, revised again and again — the final design came to life.
The completed 3D cards were displayed at both Amore Seongsu and Amore Busan, reaching the hands of many who wished to share their love.
Amore Busan celebrated its very first Christmas since opening.
The windows were given a festive new look,
and the store was adorned with charming paper ornaments that filled the space with holiday warmth.
Scenes from Amore Busan’s Christmas Setup
It was the first Christmas since the opening of Amore Busan.
Inside the store, large table-sized installations inspired by the 3D Christmas cards were displayed.
Each card-shaped object showcased the Holiday Selection products and was placed on tables near the entrance, welcoming customers into the festive mood the moment they stepped inside.
On the exterior windows, Christmas-themed graphics greeted passersby with warm holiday cheer, while similar objects were placed throughout the store to extend the joyful atmosphere.
+ As a delightful side note, the 3D Christmas cards quickly became a beloved item among visitors right after their release.
