To mark the launch of Sulwhasoo’s NEW concentrated ginseng rejuvenating cream, we have conducted a journey
and process that permeates consonant life at ‘The House of Sulwhasoo Bukchon’. Beyond applying the product
fragmentarily to the skin exterior, it aims to provide an experience and journey to deeply understand
and accept the product itself so that Sulwhasoo’s 60-year-old ginseng science and technology and
end-benefit can be clearly communicated.
Concept
The Seolhwa House in Bukchon was designed to convey the heritage and story of Jamo-saeng by blending traditional and modern interpretations through the aesthetic sensibility of Seolhwa.
We defined key elements for each space—exploration, discovery, and contact—based on the traditional Korean house and Western-style house structures, aiming to immerse visitors in the Jamo-saeng world and maximize the value and luxury of the products through a multisensory experience.
Gallery Window
In the Gallery Window, the first space to be experienced at the Seolhwa-su House in Bukchon, we planned a preview-style experience of the worldview of Jasin, which visitors will encounter inside.
We collaborated with FICT STUDIO, whom we believed could best express the story of the Jasin worldview, to create the furniture and props.
To evoke the birth of Jaeumsaeng, we collaborated with FICT STUDIO to create marble that transforms into amber crystals, symbolizing the earth that forms the foundation of ginseng and the robust vitality of ginseng rising upward.
Additionally, we created crystal structures to visually represent the key components, Ginsenoside™ and Ginseng Peptide™, ensuring a bold yet delicate aesthetic.
To evoke the birth of Jaeumsaeng, we collaborated with FICT STUDIO to create marble that transforms into amber crystals, symbolizing the earth that forms the foundation of ginseng and the robust vitality of ginseng rising upward.
Additionally, we created crystal structures to visually represent the key components, Ginsenoside™ and Ginseng Peptide™, ensuring a bold yet delicate aesthetic.
Reception Room
Upon entering the reception room, customers are greeted by the scent of Jaeumsaeng and receive a bookmark infused with its rich fragrance, marking the beginning of their Jaeumsaeng journey.
Mijeon Room
Through an exploration of the raw materials of Jasin, we interpreted the essence of rare saponins—GinsenosideTM and Ginseng PeptideTM—and their explosive chemistry through the aesthetic sensibility of Sulwhasoo, allowing customers to discover and understand them.
The components are displayed in a three-dimensional space, with the essence of ginseng science dripping drop by drop, showcasing the product as a precious ingredient.
Additionally, the first and third-generation products are displayed together to evoke a sense of heritage.
Workshop
If exploring led you to discover Jamoong Cream, the workshop offers a multisensory experience to discover and experience the product.
In collaboration with artist Kim Chung-jae, we expressed the moment of new creation and the energy inherent in Jaeumsaeng through the artwork “NEWBORN,” which portrays the pure physical form of this energy.
At FICT STUDIO, three three-dimensional columns in amber color were created to visually impact the process of extracting ginseng’s rare saponins.
Boutique One
In the boutique space, we have designed the space so that you can actually test the Jaeumsaeng products and experience the ritual routine.
To ensure a seamless spatial experience, the same materials used in the gallery window, exhibition room, and workshop are applied consistently, creating a unified impression.
Seolhwa Salon
At the end of this Jaeumsaeng journey, in the Seolhwa Salon, we have created an experience where you can reflect on the journey you have taken while enjoying the comfort of Seolhwa’s House in Bukchon, along with tea or ginseng gelato made from the raw ginseng used in Jaeumsaeng.
This ‘Bukchon Seolhwa-su’s House_Jaeumsaeng Campaign’ was planned to allow customers to experience the journey of the product as it permeates the space they move through, so that customers can experience a journey where the product seamlessly integrates into their surroundings.
We hope this campaign will provide a meaningful time for customers to deeply connect with the story of the newly refreshed Seolhwa Soo Jaeumsaeng, and resonate with the story of the newly refreshed Seolhwa Jamo Saeng.
This ‘Bukchon Seolhwa-su’s
House_Jaeumsaeng Campaign’ was
planned to allow customers to
experience the journey of the
product as it permeates the space
they move through, so that
customers can experience a journey
where the product seamlessly
integrates into their surroundings.
We hope this campaign will provide a
meaningful time for customers to
deeply connect with the story of the
newly refreshed Seolhwa Soo
Jaeumsaeng, and resonate with the
story of the newly refreshed
Seolhwa Jamo Saeng.
