Love Always
Summary
Love Always is a seasonal promotion designed to help you convey your heartfelt gratitude during the Month of Appreciation.
We have curated gifts for mothers and fathers tailored to their lifestyles and included letter sets to help you fully express your feelings.
While Korea expresses gratitude to both parents simultaneously during Family Month, many other countries (such as the U.S. and Japan) celebrate Mother’s Day and Father’s Day separately.
Reflecting these cultural differences, we planned this promotion to resonate with customers of diverse nationalities.
By combining curated gift suggestions with emotional touches, ‘Love Always’ allows both domestic and international customers to experience the joy of conveying their sincere hearts.
The main design character for this promotion is Meldi, a green bear who lives in the central garden of Amore Seongsu.
Created using AI in 2024, Meldi is a character who loves music and cares deeply for plants.
Meldi made its debut to customers through this ‘Love Always’ promotion, featuring as a key element in store decorations and merchandise.
In particular, pin buttons and letter sets featuring Meldi were offered as gifts with purchase, allowing customers to naturally engage with the character.
We placed graphics of Meldi, the green bear, on the glass of the main entrance to visually signal the start of the promotion.
The Meldi and flower illustrations, inspired by the Family Month motif, feature strong color contrasts and simple forms, transforming the ‘Signature Wall’ into both a main photo zone and a symbolic visual element.
This design allows visitors to intuitively experience the promotion’s message from the moment they approach the entrance.
In the highlight zone of the Curation Table, we selected and displayed one featured product each for mothers and fathers.
Rather than simply listing popular items, we aimed to propose products perfectly suited to mothers and fathers through personalized style curation tailored to their specific traits and lifestyles.
Additionally, the first section of the Beauty Library was styled under the theme ‘Mom’s Must-Haves,’ creating a special zone gathering products ideal for gifting to mothers.
Through this approach, we aimed to provide an intuitive and warm experience, making it easier for customers to select the perfect gifts for their parents.
This curation reflects the diverse lifestyles of parents, presenting proposals divided into six distinct categories.
In the Dad Zone, we prepared products for: the self-care dad who meticulously attends to every detail;
the active dad who recharges his energy outdoors; and the dad who prefers a quick, efficient all-in-one style.
In the Mom Zone, we selected and displayed items for: the mom focused on anti-aging care such as elasticity and wrinkles;
the active mom who is always busy and on the move; and the mom who cherishes quiet time and healing routines.
Through this approach, we enabled customers to easily discover products tailored to their parents’ personalities and enjoy the experience of personalized gift recommendations.
In the Garden Lounge, we created a warm atmosphere with graphics featuring the lovely Meldi and a cascading shower of hearts.
Select products were displayed on the central table to visually extend the ‘Love Always’ message throughout the space.
Designed as a relaxing area where customers could linger comfortably, we ensured that the product experience harmonized naturally with the emotional presentation.
Though nationalities and ways of expression may differ, we believe the desire to convey gratitude is universal.
Our hope was that everyone visiting Amore Seongsu could share their warmth in their own way and comfortably express the thanks they often keep inside.
We hope that a single, carefully written line and a small gift served as a moment to gift someone a cozy day.
May the warmth of this season linger with you for a long time. Love Always, Amore Seongsu
- Amorepacific Creatives
- Design & Design & Planning
- Shin Jeongsik
- MD
- Park Minkyu
