STARRY MOMENTS
Summary
‘Starry Moments’ is Amore Seongsu’s winter promotion for 2025, created with the hope that visitors can spend a time filled with sparkling excitement, like starlight rising above Seongsu Garden as the year comes to a close.
Inspired by the atmosphere of Seongsu Garden, where night falls early, the space and graphics express a winter scene imbued with the anticipation of year-end festivities and the bright energy of the upcoming new year.
The color palette, drawn from traditional Korean hues—deep green, vivid red, and golden accents—has been reinterpreted graphically to capture both the calmness and warmth unique to winter.
Through these colors, which are subtle yet distinctly Korean, we hope that both local and international visitors to Amore Seongsu can comfortably enjoy the winter atmosphere in this space and share in the warmth of the year-end season and the excitement of the new year.
The Signature Wall, the main photo zone of Amore Seongsu, has been designed with a jogakbo-inspired graphic concept for the holiday season.
The color combinations were carefully composed to evoke a winter atmosphere, while the addition of gold-lined jogakbo patterns and the phrase “Happy Holidays” conveys the image of a radiant winter.
In Seongsu Garden, star-shaped lighting installations with varying heights have been introduced to softly illuminate the garden, where darkness arrives early.
Through lighting that resembles scattered starlight, we aimed to enhance the warm and cozy ambiance of a winter night.
The Beauty Library curation table, where visitors can explore Amorepacific’s products, was designed as an extension of the Signature Wall.
The jogakbo pattern was printed on fabric and crafted into a holiday-inspired jogakbo form, applied as a hanging installation.
In particular, the fabric was mounted on wooden rods, enhancing the natural atmosphere and traditional sensibility reminiscent of Korean decorative objects.
To further evoke the feeling of winter, a traditional Korean moon jar and red flowers were arranged together, adding a refined seasonal touch.
The curation table was organized around product categories essential for the winter season.
At the front of the table, three items from the LANEIGE Holiday Edition were placed to immediately convey the seasonal mood.
For the display, traditional Korean objects such as trays, mother-of-pearl lacquerware, and gyeongdae (traditional vanity mirrors) were incorporated, allowing the products to blend naturally with these elements.
Through this arrangement, we aimed to create a setting where K-beauty and a distinctly Korean aesthetic could be experienced together.
Following this, a selection of winter essentials—including skincare products focused on hydration, elasticity, and soothing, as well as hand care and makeup items—were arranged so that visitors could easily view and explore products well-suited for the winter season at a glance.
The first wall display in the Beauty Library was curated as a K-Beauty Holiday Edition zone, showcasing holiday-limited packages and special seasonal sets from each brand.
Designed to allow visitors to easily view gift-worthy items for the year-end season at a glance, the display offers an experience that brings together the festive holiday mood and the diversity of K-beauty brands.
For the Amore Seongsu-exclusive product, the Puzzle Wood Diffuser, a graphic sleeve inspired by traditional Korean chaekgado (scholarly book paintings) was created and applied.
By incorporating seasonal graphics into a product that carries Amore Seongsu’s signature scent, it was reinterpreted with a refreshed package design.
Within the chaekgado composition, elements inspired by the Puzzle Wood fragrance—such as neroli, fig, and grapefruit—were illustrated.
By bringing together the traditional structure of chaekgado and the story of Puzzle Wood, the design allows both a distinctly Korean atmosphere and Amore Seongsu’s signature scent to be experienced in a natural and harmonious way.
On the curation table, traditional Korean mother-of-pearl lacquerware (najeonchilgi) was incorporated to add a distinctive visual accent to the display.
A HERA Holiday Hand Cream was placed on a soban (traditional small table) to naturally highlight the product, while HERA lip products were arranged inside the lacquerware drawers as stock.
By combining traditional materials with the products, the display enhances a distinctly Korean atmosphere and presents an example of how K-beauty can harmoniously blend with traditional aesthetics.
Is there any way to convey sincerity quite like a handwritten letter, where each word carries heartfelt meaning? During the holiday season, Amore Seongsu prepared holiday cards featuring the jogakbo pattern from the Signature Wall and offered them to visiting guests.
Designed to encourage a personal touch, the cards allowed visitors to write their own messages—sharing year-end greetings and wishes for the new year in a meaningful and heartfelt way.
Freshly fallen snow gently covered the central garden of Amore Seongsu, deepening the atmosphere of winter.
Snow softly settled on the branches and rested atop the star-shaped lights, coming together to create a calm yet warmly comforting winter scene.
At this moment of closing one year and welcoming another, we hope that—like the small starlight illuminating Amore Seongsu—your wishes and all that you hope for will shine brightly in your heart.
- Amorepacific Creatives
- Design & Planning
- Shin Jeongsik
- MD
- Park Minkyu, Hong Hyemin
![Exhibition [The House of Beauty Scientists] 's work list thumbnail](https://cdn-design.amorepacific.com/contents/2024/08/02172154/24_88_list_thumb.jpg)
