Exhibition Design
The House of Perfumers
Summary
This place is The House of Perfumers in Bukchon where visitors can experience Amorepacific’s journey into fragrance over the past 70 years.
Since the establishment of its research center in 1954, Amorepacific has been conducting in-depth research on fragrance with researchers specializing in fragrance and developing unique Korean fragrances continuously.
In this space, visitors can try a variety of fragrances ranging from popular nostalgic scents from the past, unique scents collected from Korean native plants, and current trendy scents along with the exhibition of Amorepacific’s scent heritage.
Since the establishment of its research center in 1954, Amorepacific has been conducting in-depth research on fragrance with researchers specializing in fragrance and developing unique Korean fragrances continuously.
In this space, visitors can try a variety of fragrances ranging from popular nostalgic scents from the past, unique scents collected from Korean native plants, and current trendy scents along with the exhibition of Amorepacific’s scent heritage.
Concept
This house, used as an exhibition space, is located in Bukchon, a neighborhood known for its traditional Korean houses that retain their unique atmosphere.
Built in the 1960s as a Western-style residence, it was deemed suitable for expressing the “heritage” theme of this exhibition.
Additionally, the house boasts a beautiful garden, making it an ideal setting for depicting the raw materials of spices and offering visitors a sense of relaxation simply by being there.
This house was discovered as an unused space, and its repurposing added depth to the experience — allowing visitors to feel as though they had been invited to the home of a perfumer. This approach enabled a more relaxed engagement with the theme of “scent.” We preserved the original condition of the building as much as possible, using minimal construction. Elements such as the fireplace, windows, exposed ceilings, built-in cabinets, and red brick walls were retained to enhance the atelier-like atmosphere, showcasing the house’s inherent beauty in its original form.
The furniture and fixtures within the exhibition space were sourced from closed stores and abandoned factories. This not only practiced sustainable design, but also allowed the wear and tear of time to visually express a sense of history — reinforcing the theme of heritage.
The primary focus of this exhibition was to express “the story only we can tell” and a sense of authenticity. Amorepacific holds unique assets such as advanced fragrance research technology and a compelling history of developing fragrances using domestically sourced ingredients. Since the 1970s, the company has operated a fragrance research organization with in-house perfumers, and has archived a variety of materials — including products from the 1940s and historical advertising — allowing us to showcase our heritage through archival assets.
Since the themes of heritage and research can sometimes feel dry or complex, we chose to present the narrative through the concept of the “perfumer” profession. While conveying meaning remained the primary goal, we also aimed to create an exhibition that satisfies the audience’s desire for engaging content, along with a visual direction that leaves a lasting impression.
This house was discovered as an unused space, and its repurposing added depth to the experience — allowing visitors to feel as though they had been invited to the home of a perfumer. This approach enabled a more relaxed engagement with the theme of “scent.” We preserved the original condition of the building as much as possible, using minimal construction. Elements such as the fireplace, windows, exposed ceilings, built-in cabinets, and red brick walls were retained to enhance the atelier-like atmosphere, showcasing the house’s inherent beauty in its original form.
The furniture and fixtures within the exhibition space were sourced from closed stores and abandoned factories. This not only practiced sustainable design, but also allowed the wear and tear of time to visually express a sense of history — reinforcing the theme of heritage.
The primary focus of this exhibition was to express “the story only we can tell” and a sense of authenticity. Amorepacific holds unique assets such as advanced fragrance research technology and a compelling history of developing fragrances using domestically sourced ingredients. Since the 1970s, the company has operated a fragrance research organization with in-house perfumers, and has archived a variety of materials — including products from the 1940s and historical advertising — allowing us to showcase our heritage through archival assets.
Since the themes of heritage and research can sometimes feel dry or complex, we chose to present the narrative through the concept of the “perfumer” profession. While conveying meaning remained the primary goal, we also aimed to create an exhibition that satisfies the audience’s desire for engaging content, along with a visual direction that leaves a lasting impression.
[Area]
1st floor- 172 m2 /
2nd floor- 129 m2 / Basement- 26.5 m2
1st floor- 172 m2 /
2nd floor- 129 m2 / Basement- 26.5 m2
1.
Perfumer’s garden
Alongside the various tree species that have grown in this Western-style house since the 1960s, you can experience domestic aromatic plants studied by Amorepacific, such as camellia, white chrysanthemum, Korean mint, Korean bellflower, and lavender.
Upon entering through the partially open, secret entrance, you will find a large persimmon tree adorned with sparkling glass objects. These objects, created by a glass artist, each contain one of the five fragrances developed for the exhibition — specifically, the “Garden” scent — allowing visitors to experience the scent blending naturally with the surrounding scenery as they enter.
Many visitors have shared that simply being in the beautiful garden allows them to enjoy the natural fragrance of the plants.
Upon entering through the partially open, secret entrance, you will find a large persimmon tree adorned with sparkling glass objects. These objects, created by a glass artist, each contain one of the five fragrances developed for the exhibition — specifically, the “Garden” scent — allowing visitors to experience the scent blending naturally with the surrounding scenery as they enter.
Many visitors have shared that simply being in the beautiful garden allows them to enjoy the natural fragrance of the plants.
1F
The first floor is where the perfumer draws inspiration and conducts actual fragrance research.
2.
Perfumer’s Atelier
It is an imaginary space where various elements coexist—such as nature, art, travel, literature, childhood memories, and precious objects that inspire perfumers.
The perfume organ in the center has been restored to its original state, as it was used by Amorepacific perfumers in the 1950s and 1960s. The organ and its surroundings are filled with fragrances and fragrance ingredients developed at the research institute over many years. Ingredients such as camellia, ginseng flower, mugwort, and orchid—all uniquely discovered by Amorepacific—are expressed as plant art.
When you sit at the perfuming organ, you can sample the five scents developed specifically for this exhibition (Bukchon, Organ, Garden, and Reinterpretations of Past Fragrances 1 and 2). Since the sense of smell lingers the longest in memory, we created these fragrances with the hope that visitors will remember this exhibition through scent.
The perfume organ in the center has been restored to its original state, as it was used by Amorepacific perfumers in the 1950s and 1960s. The organ and its surroundings are filled with fragrances and fragrance ingredients developed at the research institute over many years. Ingredients such as camellia, ginseng flower, mugwort, and orchid—all uniquely discovered by Amorepacific—are expressed as plant art.
When you sit at the perfuming organ, you can sample the five scents developed specifically for this exhibition (Bukchon, Organ, Garden, and Reinterpretations of Past Fragrances 1 and 2). Since the sense of smell lingers the longest in memory, we created these fragrances with the hope that visitors will remember this exhibition through scent.
Sitting at the fragrance organ evokes the presence of
Amorepacific’s perfumers from the 1950s and 1960s.
Amorepacific’s perfumers from the 1950s and 1960s.
Sitting at the fragrance organ evokes
the presence of Amorepacific’s
perfumers from the 1950s and 1960s.
the presence of Amorepacific’s
perfumers from the 1950s and 1960s.
Exhibition Commemorative Fragrance Development
Since smell is the sense that lingers the longest in memory, we hoped that visitors would remember this exhibition through scent.
To capture that experience, we created a signature fragrance inspired by the exhibition. (Fragrance development: Fragrance Lab)
[Five exhibition scents: Bukchon / Garden / Perfumer’s Organ / Reinterpretation of Past Scents 1, 2]
Additionally, to commemorate the exhibition, we have prepared a special experience where visitors can blend their own fragrance at the research lab desk and take it home.
[Five exhibition scents: Bukchon / Garden / Perfumer’s Organ / Reinterpretation of Past Scents 1, 2]
Additionally, to commemorate the exhibition, we have prepared a special experience where visitors can blend their own fragrance at the research lab desk and take it home.
3.
Perfumer’s Lab
This space recreates the research laboratory of an Amorepacific perfumer, where visitors can experience the unique fragrance story and sample various scents.
The main experience here is [fragrances collected from plants native to Korea]. Since fragrances are typically associated with foreign ingredients, many visitors were fascinated to learn that these scents were derived from native Korean plants.
Amorepacific has developed over 100 fragrances using Korean native species, and nine of these have been selected for sampling. (Yuzu, Mugwort, Ginseng, Ginseng Flower, Bamboo, Ziziphus Flower, Citrus Flower, White Chrysanthemum, and Cinnamon) After the scent testing, the scent strips were placed in plastic bags so that participants could take the fragrances home with them.
The main experience here is [fragrances collected from plants native to Korea]. Since fragrances are typically associated with foreign ingredients, many visitors were fascinated to learn that these scents were derived from native Korean plants.
Amorepacific has developed over 100 fragrances using Korean native species, and nine of these have been selected for sampling. (Yuzu, Mugwort, Ginseng, Ginseng Flower, Bamboo, Ziziphus Flower, Citrus Flower, White Chrysanthemum, and Cinnamon) After the scent testing, the scent strips were placed in plastic bags so that participants could take the fragrances home with them.
In addition, the Amorepacific Research Institute’s fragrance collection—which includes fragrance ingredients used in cosmetics and tea—Amorepacific’s proprietary raw material botanical garden that serves as the source of ingredients for fragrances and products, and research on brainwave responses to fragrance are introduced through various methods such as scent sampling, images, and videos.
Rather than creating a staged exhibition, we aimed to recreate the atmosphere of a real research laboratory as closely as possible, using actual furniture and lighting from the research lab.
Rather than creating a staged exhibition, we aimed to recreate the atmosphere of a real research laboratory as closely as possible, using actual furniture and lighting from the research lab.
Fragrance Story Video Development
Spring Magnolia Scent Collection Story by
Aromatherapy Lab Researcher CHOI YeonSoon
Aromatherapy Lab Researcher CHOI YeonSoon
4.
Class room
For visitors who wish to learn more about scents, we have planned three classes.
This space offers a fragrance creation class where you can create your own fragrance with Amorepacific perfumers, an Olfaction class where you can learn the basics of fragrance, sample scents, and reflect on the imagery evoked by scents, and an aromatherapy class where participants use essential oils to soothe their minds through scent.
The classroom is decorated with dried flowers sourced from Amorepacific’s botanical garden. When classes are not in session, you can relax and enjoy the view of the lush garden through the large windows.
This space offers a fragrance creation class where you can create your own fragrance with Amorepacific perfumers, an Olfaction class where you can learn the basics of fragrance, sample scents, and reflect on the imagery evoked by scents, and an aromatherapy class where participants use essential oils to soothe their minds through scent.
The classroom is decorated with dried flowers sourced from Amorepacific’s botanical garden. When classes are not in session, you can relax and enjoy the view of the lush garden through the large windows.
2F
The second floor is a space where you can look back on the history of Amorepacific’s fragrance research.
5.
Scent Archive
Viewers can fully immerse themselves in a darkened space and enjoy videos projected across the entire wall.
All videos were newly planned and produced specifically for this exhibition. Through them, visitors can explore the process of fragrance development, stories behind the scents used in cosmetics, insights from Amorepacific perfumers, and how raw materials are collected—all centered around the world of fragrance. If you have an interest in fragrance, you’ll find this exhibition both fascinating and informative, offering a deeper understanding of Amorepacific’s fragrance heritage and expertise.
In one corner of the space, visitors can sample the scents featured in the videos.
All videos were newly planned and produced specifically for this exhibition. Through them, visitors can explore the process of fragrance development, stories behind the scents used in cosmetics, insights from Amorepacific perfumers, and how raw materials are collected—all centered around the world of fragrance. If you have an interest in fragrance, you’ll find this exhibition both fascinating and informative, offering a deeper understanding of Amorepacific’s fragrance heritage and expertise.
In one corner of the space, visitors can sample the scents featured in the videos.
Mood film
Based on interviews with Amorepacific perfumers, this content has been restructured into
a mood film that visually captures how the profession of a
perfumer permeates their daily lives, enhanced with cinematic aesthetics.
a mood film that visually captures how the profession of a
perfumer permeates their daily lives, enhanced with cinematic aesthetics.
Amorepacific Perfumer Interview_1
Former Amorepacific Perfumer SEO HyungJe
Amorepacific Perfumer Interview_2
Amorepacific’s current perfumer,
SHIN SunYoung from the Fragrance Lab
SHIN SunYoung from the Fragrance Lab
6.
Scent Archive
You can explore Amorepacific’s 70-year history of fragrance research and development, accompanied by products from each era.
Listen to fragrance stories told by actual perfumers, both past and present, admire carefully preserved products from different periods, and sample restored scents.
Amorepacific has been archiving its products since the 1940s. For this exhibition, we have curated a selection of fragrance-related items—including perfumes—that represent the theme of “scent” from the archives. This is not merely a display of old products; to bring the archive to life as a fragrance exhibition, we made it possible for visitors to sample scents from discontinued products of the past. (Scent restoration by Scent Lab)
The scent-testing tools were crafted by a glass artist, designed as sculptural objects that express the artistry of scent. The product display fixtures were created using decommissioned factory equipment, forming a motif inspired by the production process. The entire second-floor archive is designed as a darkened space that blocks out light, creating a stark contrast to the first floor and evoking the ambiance of an art museum.
Amorepacific has been archiving its products since the 1940s. For this exhibition, we have curated a selection of fragrance-related items—including perfumes—that represent the theme of “scent” from the archives. This is not merely a display of old products; to bring the archive to life as a fragrance exhibition, we made it possible for visitors to sample scents from discontinued products of the past. (Scent restoration by Scent Lab)
The scent-testing tools were crafted by a glass artist, designed as sculptural objects that express the artistry of scent. The product display fixtures were created using decommissioned factory equipment, forming a motif inspired by the production process. The entire second-floor archive is designed as a darkened space that blocks out light, creating a stark contrast to the first floor and evoking the ambiance of an art museum.
7.
Swaney’s room
In this room, you can sample the scent of “Swan,” a liquid gem perfume launched in 1984 and beloved by customers.
It features the fragrance of Swani No. 3, with a fresh blend of pine needles, lemon, and herbs, layered with floral notes of rose, magnolia, and jasmine.
The scent finishes with a soft woody oriental base, creating a deep and complex fragrance.
As the slogan from that era—“The breath of nature by your side”—suggests, you can truly appreciate the essence of Swani’s fragrance.
The Swani perfume slowly drips, drop by drop, from a glass object, allowing the scent to emerge like the very “essence of fragrance” through its form.
The Swani perfume slowly drips, drop by drop, from a glass object, allowing the scent to emerge like the very “essence of fragrance” through its form.
8.
Scent Store
To focus solely on “scent,” we curated six fragrances centered around six distinct scent notes, without distinguishing between Amorepacific brands or product types.
The space is organized around these six notes, allowing visitors to test products purely based on their fragrance.
This is not merely a space for selling products; through this exhibition, we showcase the results of Amorepacific perfumers’ research in the form of products. We are also exploring this curatorial approach as a potential new model for future retail spaces.
When I first visited this house, the built-in cabinets in this room immediately caught my eye. We decided to preserve their original design and use them to display products from the French niche perfume brand Goutal. We thought that pairing the display with flowers would create a beautiful presentation, so we incorporated them into the design as well. Additionally, we placed a deep red carpet on the floor to draw attention to the space and enhance the luxurious feel of the products.
This is not merely a space for selling products; through this exhibition, we showcase the results of Amorepacific perfumers’ research in the form of products. We are also exploring this curatorial approach as a potential new model for future retail spaces.
When I first visited this house, the built-in cabinets in this room immediately caught my eye. We decided to preserve their original design and use them to display products from the French niche perfume brand Goutal. We thought that pairing the display with flowers would create a beautiful presentation, so we incorporated them into the design as well. Additionally, we placed a deep red carpet on the floor to draw attention to the space and enhance the luxurious feel of the products.
9.
Underground space
A hidden bonus space. This area will feature two types of content during the exhibition period.
In September, you can experience five fragrances inspired by the traditional perfumer’s house in Bukchon and share your personal impressions and reflections on scent. From October to November, the Parisian niche perfume brand GOUTAL will host a brand pop-up. Discover the delicate, nature-inspired autumn scents that reflect the essence of haute perfumery from one of its original pioneers.
In September, you can experience five fragrances inspired by the traditional perfumer’s house in Bukchon and share your personal impressions and reflections on scent. From October to November, the Parisian niche perfume brand GOUTAL will host a brand pop-up. Discover the delicate, nature-inspired autumn scents that reflect the essence of haute perfumery from one of its original pioneers.
SEP 2023 – APR 2024
OCT 2023 – NOV 2023 / Goutal Pop-Up
The Bukchon Perfumer’s House Exhibition was reopened the following year thanks to the support of our visitors.
Over 42,000 people attended across the original exhibition period and the extended reopening.
We were also honored to receive both the iF Design Award and the Red Dot Design Award.
While preparing this exhibition, we felt deep gratitude for the heritage and archival assets our company holds.
Even though we aimed to plan an exhibition that was uniquely ours, we realized that without these existing
elements—our heritage, research technologies, and more—the depth of the exhibition would have been limited.
We came to understand how invaluable these foundations truly are.
Through the exhibition, we received heartfelt feedback from visitors, such as:
“I didn’t know Amore was so passionate about fragrance,”
“I didn’t know you had been researching this for so long,”
“I didn’t know you used to make perfume,”
“I remember seeing this product at home as a child, but I had no idea it was from Amore.”
Although we didn’t create something entirely new, simply bringing forth
and restructuring what already existed offered our audience a new perspective
on the company—an experience that was meaningful for us as well.
What we appreciated most during the preparation process was the power of collaboration.
The researchers from the Fragrance Lab—central to this exhibition—not only developed the fragrances
and restored past scents, but also participated in video content, interviews, and even led the class programs.
The museum team actively shared and lent their archival assets.
More than 20 teams and brands collaborated with us:
the Real Estate Strategy Team helped us secure a beautiful traditional Korean house,
the Space Planning Team created the garden,
the Beauty Academy developed and conducted the class programs,
and various brands generously supported us with product sponsorships.
Because this exhibition was centered around fragrance, we believed it would be especially meaningful
to include Goutal, our company’s only imported perfume brand. We are deeply thankful for their
participation in the pop-up, which added even more vibrance to the exhibition.
This project reaffirmed the power of cross-functional synergy.
Once again, we were reminded that nothing can be achieved alone—and it seems our audience felt the same.
We received collaboration proposals from various institutions and companies during the exhibition,
and it is now scheduled to be presented in other regions as well.
We hope this exhibition continues to strengthen Amorepacific’s fragrance identity.
Over 42,000 people attended across the original exhibition period and the extended reopening.
We were also honored to receive both the iF Design Award and the Red Dot Design Award.
While preparing this exhibition, we felt deep gratitude for the heritage and archival assets our company holds.
Even though we aimed to plan an exhibition that was uniquely ours, we realized that without these existing
elements—our heritage, research technologies, and more—the depth of the exhibition would have been limited.
We came to understand how invaluable these foundations truly are.
Through the exhibition, we received heartfelt feedback from visitors, such as:
“I didn’t know Amore was so passionate about fragrance,”
“I didn’t know you had been researching this for so long,”
“I didn’t know you used to make perfume,”
“I remember seeing this product at home as a child, but I had no idea it was from Amore.”
Although we didn’t create something entirely new, simply bringing forth
and restructuring what already existed offered our audience a new perspective
on the company—an experience that was meaningful for us as well.
What we appreciated most during the preparation process was the power of collaboration.
The researchers from the Fragrance Lab—central to this exhibition—not only developed the fragrances
and restored past scents, but also participated in video content, interviews, and even led the class programs.
The museum team actively shared and lent their archival assets.
More than 20 teams and brands collaborated with us:
the Real Estate Strategy Team helped us secure a beautiful traditional Korean house,
the Space Planning Team created the garden,
the Beauty Academy developed and conducted the class programs,
and various brands generously supported us with product sponsorships.
Because this exhibition was centered around fragrance, we believed it would be especially meaningful
to include Goutal, our company’s only imported perfume brand. We are deeply thankful for their
participation in the pop-up, which added even more vibrance to the exhibition.
This project reaffirmed the power of cross-functional synergy.
Once again, we were reminded that nothing can be achieved alone—and it seems our audience felt the same.
We received collaboration proposals from various institutions and companies during the exhibition,
and it is now scheduled to be presented in other regions as well.
We hope this exhibition continues to strengthen Amorepacific’s fragrance identity.
| Bukchon Perfumer’s House Exhibition @storyA Busan
2024.06.22-09.21
- Amorepacific Creatives
- Exhibition Planning & Design
- 정수민, 진현조, 손강혁
- Visual & Video Directing
- 우시아
- Fragrance Development & Contents
- 향 Lab
- Location
- 부동산전략팀
- Landscape Gardening
- 공간기획팀
- Class Program
- 향 Lab, 뷰티아카데미팀
- Heritage Collection
- 아모레퍼시픽 미술관
- Brand
- 구딸, 롱테이크, 오설록, 퍼즐우드
- PR
- 홍보팀, 커뮤니케이션팀
- Interview
- 향 Lab, 서형제 님(전직 아모레퍼시픽 조향사)
- Other Support
- 오산SCM, 코어테크, 바이오사이언스Lab
- Furnirures Support
- 오설록 진천공장, 오설록 폐점매장
- Furnitures Production
- 원플린쓰, OTC
- Plant Art
- 하이이화
- Glass Craft
- 본즈
- Video
- 다림질 스튜디오, 커즌스
- Photography
- 노경, 아웃테이크
- BGM
- 레몬 사운드
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