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HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet

HERAJun 01, 2024
In order to continue the success of the Hera Black
Cushion pop-up at 11 Yeonmujang-gil, Seongsu-dong,
which was conducted for the launching campaign of the
3rd generation Black Cushion, I propose another pop-up
event at the Amorepacific Headquarters in Yongsan to
experience the brand story and Black Cushion
heritage
once again. Through the pop-up at the Amorepacific
Headquarters, the birthplace of the cushion, we aim to
reinforce the perception of the cushion as the
first and
foremost of its kind among visitors and employees, and
to enhance the brand’s luxuriousness by providing a
sensory experience. Additionally, by utilizing
the fixtures and content from the previous pop-up,
I propose a sustainable strategy that leverages
the pop-up’s scalability for continual use.
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 mob_24_81_00
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_00_sld_00
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_00_sld_01
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_00_sld_02
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_00_sld_03
The AP Cabinet Hera Pop-Up, which extends from the
lobby of the Amorepacific Global Headquarters, begins with
a lounge zone where visitors can enjoy videos and sounds
that tell the HERA brand story, accompanied by sensory objects. After passing through the lounge zone, visitors can
experience the new 3rd-generation Black Cushion product
at the self-tester zone and makeup bar, and explore the
heritage and history of the best and first cushion.
Additionally, stamp content, which marks the origins of the
cushion, is strategically placed throughout the pop-up
space for visitors to experience.
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_01 HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_02
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_03_sld_00
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_03_sld_01
‘I CAN GO ANYWHERE’
The lounge zone, where visitors can freely enjoy and
experience seven themes of sound and video capturing
Hera and Seoul’s daily life, features four large speakers in
a sensory object form and LED screens, while the
self-testers and makeup bars allow visitors to directly
experience and try out the 3rd-generation Black Cushion
and Hera’s main products. Most of the furnishings used to
create the space are reused from the previous Seongsu
pop-up store, emphasizing sustainable reuse.
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_04 HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_05 HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_06
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_05 HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_04 HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_06
The Black Cushion, which has evolved to
provide a flawless makeup look,
enables anyone to feel free anytime, anywhere.
Experience the heritage and history of cushions from their
inception to the third-generation Black Cushion, and enjoy
a new brand experience space where you can appreciate
the collaboration between the Black Cushion, which has
brought new inspiration to daily life, and artists. Enjoy the
history of collaboration products between the Black
Cushion and artists that bring new inspiration to daily life.
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_07
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_08
From the birthplace of the cushion at Amorepacific’s
global headquarters, we wanted to provide a space
where more people could experience the heritage of
the Hera Cushion and the new cushions created with
our unique technology. Additionally, by proposing
new uses for content through pop-up expandability,
we aim to transcend the limitations of a one-time
event and realize the value of sustainability.
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_09 HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_10
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_11
On the exterior windows, four large speakers
broadcast the “I CAN GO ANYWHERE” campaign
message to raise awareness of the Black Cushion
pop-up and spark absolute interest among customers.
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_00
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_01_sld_00
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_01_sld_01
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_01_sld_02
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_01_sld_03
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_00
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_01_sld_00
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_01_sld_02
Design elements applied to the Black Cushion Seongsu
Pop-Up Store were reapplied to Amore Credit San,
maintaining brand consistency across various channels.
This approach delivers a strong visual impact and
reinforces brand recognition among customers.
  • Amorepacific Creatives
  • Design
  • 브랜드 크리에이티브 2팀 홍혜민, 황주영
  • Photography
  • 장수인
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_sign_set
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