AMOREPACIFIC Beauty Land : 20 Years in Malaysia
Summary
To celebrate Amorepacific’s role in elevating the status of K-Beauty in Malaysia over the past 20 years, we hosted a 20th Anniversary Pop-up at the Blue Square in Sunway Pyramid Mall, Kuala Lumpur.
Beyond simply providing a space for the three main brands currently operating in Malaysia—Innisfree, Laneige, and Sulwhasoo—this 20th-anniversary pop-up was designed to introduce Malaysian customers to Amorepacific as a company.
We curated the space to tell the story of our heritage and our “first and best” products.
Background
The starting point for this pop-up was the question: how should we celebrate our 20th anniversary?
We deliberated on how to showcase Amorepacific’s dedicated journey in Malaysia over the past two decades while unifying the distinct spaces of each brand into a cohesive pop-up.
Drawing inspiration from the Seventeen 10th Anniversary Pop-up held at our HQ and the ‘AmoPaciFes’ in Japan, we established the concept of a ‘Festival-Style Birthday Party’ to celebrate Amorepacific Malaysia’s 20th anniversary.
Layout
Following the request from the Malaysia office, the layout was configured to include three retail zones for Laneige, Innisfree, and Sulwhasoo, a dedicated area to convey Amorepacific’s heritage, as well as a stage and a cafe.
We utilized Amorepacific’s signature blue and repurposed graphics from the ‘AmoPaciFes’ to give the entire space a cohesive, unified look, while still ensuring that the distinct personality of each brand shone through.
Central Cake Object
We placed a commemorative 20th-anniversary cake object at the center of the pop-up.
Drawing reference from the Heritage Wall content in our team’s previous Dubai project, we incorporated Amorepacific’s diverse heritage and stories of our ‘first and best’ innovations directly onto the cake.
This object was positioned to serve as both a photo spot for customers and a medium for conveying our heritage.
Three Brand Booths
For the Sulwhasoo, Innisfree, and Laneige booths, we created and provided a design guideline for the booth framework to the local office.
Based on this guideline, the local team designed each brand booth to clearly reflect its distinct identity while maximizing the reuse of existing fixtures.
Stage
Behind the cake, we installed a stage for PR events. By applying the ‘AmoPaciFes’ graphics to both the cake and the stage, we ensured a sense of unity throughout the entire space.
On the screen behind the stage, we played a rotation of brand videos and our self-produced festival video throughout the event period.
Festival Video Production
The backstage screen was planned to display Amorepacific’s 80th anniversary film along with various brand videos.
To maintain consistency throughout the event while enhancing the party atmosphere, we created a separate set of bridge visuals to be inserted between the main videos.
Using RUNWAY, we produced and shared AI-generated reference clips, which served as the foundation for the final bridge visuals.
These completed bridge videos enriched the overall mood of the event and elevated the immersive experience.
Consistency in Online & Offline Experience
We ensured that the mobile page for on-site events was designed by the Malaysia office using the same graphic assets.
This allowed us to provide customers with a comprehensive sense of visual unity across both online and offline environments, extending the cohesive experience beyond the physical space.
Outro
Considering the diverse age groups visiting this large shopping mall, we utilized a variety of spatial elements designed to be sensorial, yet approachable and fun.
We hope these efforts will capture the attention of Malaysian customers and elevate their brand experience, ultimately establishing Amorepacific in their minds not just as a collection of brands, but as a unified corporate entity.
- Amorepacific Creatives
- Space & VMD Design
- Lee Junho, Jeong Soomin
- AP Malaysia E-commerce
- Hwang Insong
- AP Malaysia VMD design
- Adrian chong, Anna Wong
![Exhibition [The House of Beauty Scientists] 's work list thumbnail](https://cdn-design.amorepacific.com/contents/2024/08/02172154/24_88_list_thumb.jpg)
