Amorepacific Design CenterDesigners Han Min Ji, Hong In Hye, Kim Su Jin
A Sustainable Beauty Brand Lands in Shanghai! Earlier this year, Primera opened its first flagship store in China: the Shanghai Store. While preserving its identity as a “good brand” and a pioneer in “clean beauty,” the store is designed to encourage more active communication with consumers. Building on its previous concept of “a botanist’s studio,” the space now embodies Primera’s commitment to environmental sustainability and recycling.
Editor Urbanbooks Lee Bom, Ho Eun Hye, Oh Ji Su
Photographer Amorepacific Lee Yoon Jin
Please introduce yourself briefly.
Han Min JiI’m Han Min Ji, in charge of interior design on Luxury Brand Design Team 2. In 2019, I worked on the interior design of the Primera Flagship Store on Nanjing Road in Shanghai.
Hong In HyeI currently handle VMD for Luxury Brand Design Team 1. Last year, I took part in the Shanghai Flagship Store Opening Project as a member of Design Team 2.
Kim Su JinI’m Kim Su Jin, responsible for VMD. I first worked with the Primera brand in 2018 during the renovation of the Primera Myeongdong Flagship Store, and I also participated in the Shanghai Flagship Store Opening Project.
Please introduce the Shanghai FS Open Project as well.
Han Min JiPrimera entered the Chinese market last year, beginning online sales in September. After about a year of preparation—working closely with our global marketing team, local marketing team, and design team in China—we opened our offline flagship store earlier this year. It’s a space that offers exclusive experiences only available in physical stores.
The interior of the store is decorated with motifs from a botanist’s studio.
What is the concept behind this project?Han Min JiSince ingredients are at the core of Primera’s product branding, the motif of a botanist’s workshop—“Botanist’s Atelier”—has always been a key element. The main goal of this project was to upgrade that long-standing concept, which forms the foundation of Primera’s spatial identity.
Kim Su JinWe felt that the “Botanist’s Atelier” concept had played a major role in shaping a positive image for the Primera brand. So, we chose to retain the motif while adding a new narrative that would better respond to the rapidly changing retail environment.
Hong In HyeWhereas the previous space focused on the personal research space of a botanist, the Shanghai FS project aimed to create a space for more active communication between the botanist and consumers—those who are passionate about plants, nature, and the environment. We worked to design a space with a warm and lively atmosphere that reflects that interaction.
Why did you decide to change the concept to one that emphasizes communication?Han Min JiFor a long time, the botanist persona representing Primera was that of an elderly scholar deeply engaged in research among stacks of books. While this earlier image conveyed communication through books and writing, we envisioned today’s botanist as someone who connects with people through younger, more dynamic activities. We expanded on this idea and incorporated it into workshop-based experiences.
Hong In HyeThese workshops are held on weekends and invite customer participation. They are planned by our China branch to reflect the seasons and include DIY programs such as screen-printing patterns on eco-bags, planting flowers in repurposed product containers, and making eco-friendly Christmas wreaths—all in line with Primera’s values and direction.
Workshops and in-depth counseling sessions are conducted at large tables designed to prioritize customer space over product display.
Space utilization seems important for workshops. Were there any specific design elements you focused on?Han Min JiThe large table set up for communication is used not only for workshops but also for in-depth consultations with customers. These consultations are available upon request. We begin by diagnosing the customer’s skin using a skin analyzer, then recommend suitable products and assist with testing. One advantage is the presence of a sink in the store, allowing customers to try products that require washing.
Kim Su JinAs Min Ji mentioned, the large table is designed to support various programs and customer needs, with ample spacing between products. To create a livelier atmosphere than before, we incorporated a wide range of colors and added landscaping with fresh flowers and live moss to enhance the sense of harmony.
What kinds of plants were mainly used?Han Min JiTo express Primera’s concept of ‘germination energy,’ we used small, sprout-like plants in the landscaping, which naturally led us to choose moss as a key material. To test its practicality, we even grew live moss with our team in an office window that we thought resembled a store environment—but it didn’t last long. (Laughs) We went through various experiments, such as mixing dried moss with low-growing plants, before finalizing the design.
Hong In HyeSince Primera is a brand that embodies the vitality of a seed sprouting, we felt that using short-leaved plants would be the best way to visually express this identity through landscaping. We wanted to evoke the feeling of a seed breaking through and growing into a fresh shoot.
The Seed Library, which showcases the brand’s worldview, is impressively displayed at the front. Why did you decide to emphasize this part?Kim Su JinThe main ingredient in Primera products is plant seeds. The products are made based on research into the germination process of seeds, and by transparently disclosing the ingredients, we wanted to emphasize through the Seed Library that we are a trustworthy brand that consumers can use with peace of mind.
Hong In HyeAs the brand core shifted toward emphasizing the vitality or life force inherent in seeds, we sought to visually convey Primera’s efforts in seed research and its heritage to customers.
One way you emphasized the brand identity was by actively using eco-friendly materials such as waste fiber, cork, and other recycled materials. Were there any materials that left a particularly strong impression on you?Han Min JiWhile working with the Danish fabric company KVADRAT on the furnishing of the Amore Store on the second floor of Amorepacific’s headquarters, I learned that KVADRAT was researching and commercializing eco-friendly products. Among them, I thought the ‘Really’ board, made from recycled waste fibers, would be a perfect match for Primera. It addressed the limitations of MDF (Medium Density Fiberboard), which is commonly used in such projects. Unlike MDF, which struggles to visually convey an eco-friendly message, the white ‘Really’ boards reveal the fiber structure clearly and don’t require additional painting. Since it’s a recycled material, each board varies slightly in thickness, and the cost is higher—but it was still a rewarding and enjoyable experience.
Although product stands are typically made of plastic or acrylic, we utilized cork, an eco-friendly material, to achieve sustainable beauty.
Reducing plastic use in stores is also one of our main goals. What specific measures are being implemented?Kim Su JinPlastic is widely used in typical cosmetics stores because it’s inexpensive and easy to process. From the early stages of the project, we researched alternative materials to replace plastic. After testing various options like wood and paper, we ultimately chose cork as the primary material. Although there were still some cases where plastic was unavoidable, we minimized waste by repurposing leftover plastic to create tabletops.
Hong In HyeFor instance, in areas used for short-term promotions, items like VMD displays, product stands, and price tags are usually made of acrylic. In this project, however, we replaced them with cork. We also chose glass containers for disposable items, and even the customer shopping baskets were made of cork.
It seems like this project required consideration of the city of Shanghai and its regional characteristics. What were the local environment and circumstances like?Kim Su JinThis project was the first launch of the Primera brand in China, so rather than considering the city itself, we focused more on how to make a good first impression of the brand.
Han Min JiYoung Chinese customers tend to communicate primarily online. This differed from the naturalistic brand image of Primera. We added a few digital touches, such as a video where customers could take photos with the otter character from the “Love The Earth” campaign and a section displaying online reviews, all while ensuring they did not compromise the brand identity. We are also curious to see how the local audience will react.
What brand values would you like customers visiting Shanghai FS to experience?Kim Su JinPrimera is a kind brand that loves nature and has been making donations for a long time. As a designer, I always keep this brand identity in mind and strive to practice sustainable design. The same applies to the Shanghai FS project. We hope that customers who visit the store will feel they are making ethical and meaningful purchases through their experience in this space.
Hong In HyeWe hope people will recognize that this is not just a brand that appears natural, but one that genuinely cares about nature and the environment.
I imagine that the role of the external designer was also significant. How was the collaboration with the external company carried out?Kim Su JinExternal companies played a significant role in landscaping, digital features, and the application of new finishing materials. Among these areas, our team focused on landscaping and eco-friendly finishes through close collaboration. Thanks to the external designers’ deep understanding of Primera’s brand identity, we were able to achieve very satisfying results. In particular, the Korean Sumu team conducted prior research on plants suitable for growth in Shanghai, visited the site in person, and took charge of the on-site landscaping. I’d like to take this opportunity to express my sincere gratitude to them.
Han Min JiI’d also like to extend my appreciation to the Labcrete team for their collaboration on the sink and tabletops, and to the Seven Doors team for their work on the seed library and wall décor!
I’m curious to know what each of you likes most about the interior and exterior design of your favorite store.Han Min JiAs I mentioned earlier, I’m particularly fond of the tabletops on the big table and the bestseller display. The Primera logo pattern, designed by In-hye, was crafted using recycled acrylic and cured with concrete. Installing the concrete tabletop, which weighs over 400 kg, was a challenging process. With the help of staff from four collaborating companies, we visited the factory multiple times and carefully assembled it. Thanks to the efforts of many people, we achieved a great result. I believe it adds to the space’s overall bright and vibrant impression.
Kim Su JinI would like to highlight the landscaping. Personally, I believe plants have a powerful impact, and I expect that the moss, stones, and flower pots will offer customers a refreshing experience. Initially, I was concerned that the large tree in front of the store might obstruct the view of the exterior. However, it ended up blending in beautifully, creating a pleasant visual harmony. Although unintentional, I’m pleased that the store appears to be naturally integrated with the surrounding greenery when viewed from the outside.
Hong In HyeI think the highlights are the logo on the second floor of the exterior façade and the water feature in front of the first-floor display window. As you approach from a distance, the logo appears through the striped see-through bars and then disappears, which I found visually intriguing. The water feature in front of the large first-floor window adds a bright and lively feel to the entire store when viewed from the outside.
Is there a city where you would like to open a new FS that reflects Primera’s brand identity and the charm of the city?Han Min JiPrimera FS is currently located in shopping hubs like Myeongdong in Seoul and Nanjing Road in Shanghai. If given the opportunity, I would consider opening an FS in an eco-friendly city known for its commitment to sustainability, such as Portland in the U.S. Even if it’s not a major city, opening near an organic grocery store could convey a similar message and spark curiosity about the brand.
It was a project that took about a year to complete. Are there any memorable episodes?Han Min JiDue to the short construction period, more than 20 people were working simultaneously in a small store of about 20 pyeong. At the time, it was chaotic and difficult to communicate, but looking back, what I remember most is the energy and liveliness of that moment.
Hong In HyeThere was a temporary wall in front of the store, so it was difficult to check the landscaping of the display window and get a sense of the store’s overall atmosphere. When all the work was completed and the temporary walls were finally taken down, the full view of the store through the glass windows was truly impressive. Everyone at the site cheered in unison.
Kim Su JinThe most difficult part was the lack of smooth communication. There was someone to help with translation, but they couldn’t be with us at all times. Especially during night shifts, I had to communicate directly with the on-site workers, who only spoke Chinese and didn’t speak English well. I tried using body language, but there were many misunderstandings. However, as time went on, we somehow started communicating in Korean and through facial expressions, and the work went smoothly. It was both amusing and touching.
It was a project that took about a year to complete. Are there any memorable episodes?Han Min JiI really enjoyed working with my team members. I believe I grew a lot throughout the process.
Kim Su JinThe three of us first met at the beginning of last year. At first, it was a bit awkward, and we had different working styles, but over time, our teamwork became really strong. We also collaborated well with external designers and artists. I think the greatest achievement was getting to know and work with such amazing people.
Please let us know if you have any projects or goals you would like to pursue in the future.Kim Su JinI would like to participate in the launch of a new brand. Even though I have been with the company for quite some time, I have never been involved in the process of creating a new brand. I think it will be a great experience.
Han Min JiStarting this year, I will be in charge of interior design for Hera. There is a department store renovation project in the works, and I would like to apply various content that fits the changing department store environment.
Hong In HyeSustainability has now become a major trend. I would like to work on a store concept that uses only eco-friendly and sustainable materials, and I am also interested in participating in a new brand launch project.
Amorepacific’s natural beauty brand is a leader in plant energy research.
It avoids artificial colors and fragrances and uses sustainable materials for its packaging. In addition,
it actively leads efforts to protect the global ecosystem through various campaign activities.
Primera Shanghai Flagship Store Opening ProjectThis project was carried out over approximately one year from January 2019 to January 2020, coinciding with Primera’s entry into the Chinese market, and resulted in the opening of an offline flagship store in Shanghai. The project featured a modern reinterpretation of Primera’s spatial concept, “Botanist’s Atelier,” an interior design inspired by a botanist’s workshop. It was executed with the goals of aligning with the brand’s naturalistic image through the use of eco-friendly materials and reducing plastic usage within the store.
