Please introduce yourself and describe your role and responsibilities in the Sienu launch project.
Ko Eun Young
I am Ko Eun Young, a VMD at Amorepacific’s Retail Design Team. I was responsible for the VMD planning and design for the Sienu launch project.
Lee Ji Hye
I am Lee Ji Hye, a VMD at the Retail Design Team. I worked with Eun Young on the VMD design development for Sienu.
We researched various materials and colors and numerous companies to express the image we wanted to create.
Please provide an overview of the Sienu brand and its spaces.
Ko Eun Young
Sienu means “the pinnacle of art that transcends time.” It is a high-end luxury brand targeting the luxury lines of global top brands and ultra-high-end segments. Since it primarily targets Chinese customers, we first established offline customer touchpoints in duty-free retail spaces.
Lee Ji Hye
We have been communicating with the new brand planning team and the product design team since last year, and the store opened earlier this year.
If there was an ideation process that differed from existing methods, please introduce it.
Ko Eun Young
Sienu’s products not only feature a sparkling, sapphire-like design but also contain luxurious gemstones such as diamonds, pearls, and gold, which are known to have proven skin benefits.
Lee Ji Hye
As a brand inspired by an ancient botanical garden and the journey toward it, we wanted to showcase something entirely new and unfamiliar. Therefore, we aimed to experiment with unconventional materials in the VMD. We needed both rough materials and those that contrasted with them—such as transparent, gem-like materials that shimmered. To achieve this, we visited a finishing materials inventory with the team, and through the process of directly experiencing various materials, we gained valuable insights.
The main display stands out with its combination of rough textures and contrasting transparent materials.
We highlighted the contrast between unprocessed bases and sparkling products and display elements by repeatedly showcasing material contrasts throughout the space—just as rough stones are refined into jewels.
What did you focus on most to express the identity of Sienu that you mentioned?
Ko Eun Young
In line with that, we aimed to remove any unnecessary elements and create a simple yet serene atmosphere. We refined the product information and VMD components so that they weren’t overly explanatory or decorative, allowing the spotlight to remain on the products themselves.
Lee Ji Hye
As mentioned earlier, we emphasized that this is a luxury brand whose ingredients are derived from gemstones. Each VMD element—from the displays of irregularly shaped raw stones to gemstone beads embedded in transparent resin, and the large sapphires carved like sculptures—was intentionally designed to appear as individual works of art.
Is placing the same product repeatedly also intended to focus attention on the product itself?
Ko Eun Young
That’s right. Since Sienu products feature a polyhedral shape and are made from reflective materials, I believed that displaying the same item repeatedly—rather than mixing it with other products—would better amplify its brilliance and draw attention to the product itself. Sometimes, the repetition of a single element can leave a stronger impression than providing numerous explanations or decorative elements, and I wanted to express that kind of aura within the Sienu store.
I think the fact that you are targeting the Chinese market also influenced the VMD design.
Ko Eun Young
Given the characteristics of Chinese customers, it was important to visually communicate that the products were made from gemstones rather than relying on descriptive explanations. To achieve this, we incorporated glass objects that directly conveyed the feel of gemstones, as well as sculptural pieces made by multi-directionally carving acrylic. We also understood that it was important for raw materials to be easily identifiable, so we chose to embed them in resin and harden them, ensuring they stood out clearly. These elements played a crucial role in establishing the overall mood of the display.
We completed a VMD that looks like an art piece by carving acrylic into various shapes and embedding gemstone beads in resin.
As you mentioned, the display is decorated with elements that are not easily found in other brands. How was the collaboration process with the subcontractors and partners involved?
Ko Eun Young
VMD is, of course, important from a design perspective, but the final quality also heavily depends on how perfectly the production company executes the details. Our designs and blueprints went through several revisions, and each time, you understood the changes and responded flexibly, which contributed to a successful outcome. Thanks to your meticulous attention to detail, we were able to deliver a high-quality VMD.
Lee Ji Hye
The three-dimensional Epiactive sculptures, in particular, required delicate craftsmanship—such as multi-faceted cutting and layering three gold lines over dyed acrylic. Even with irregularly shaped raw materials, we experimented with rotating them at various angles to add extra facets. While the process had many challenges, the end result was of very high quality. I’m sincerely grateful to Able Design and Heungwang Acrylic for their excellent collaboration.
As you mentioned, the display features elements that are not commonly seen in other brands. What was the collaboration process like with external contractors and partner companies?
Lee Ji Hye
The wrapping paper evokes the feel of a mysterious treasure map. To complement this, we handcrafted gold wax seal stickers reminiscent of sealed letters. As befits a luxury brand, we wanted the packaging to feel like a special gift prepared just for one person.
What was the most memorable episode during the project?
Ko Eun Young
While we were working on the project, the COVID-19 pandemic broke out. Since Sienu was a brand targeting Chinese customers and was scheduled to launch in a duty-free store, we were inevitably heavily affected. Even so, I’m relieved that we were able to open the store safely. Of course, there was a bittersweet moment — on the day of the grand opening, only our company employees were present at the duty-free store.”
Lee Ji Hye
I remember the time we were producing scarves. Since we only needed about 50 pieces, I personally visited a silk dyeing company in Dongdaemun, shared the design in person, and coordinated the printing process.
We created a VMD that resembled a work of art by carving acrylic into multifaceted shapes and embedding jeweled beads in resin.
The scarf turned out beautifully, reflecting all your hard work. Its versatility in styling is also one of its appealing points.
Ko Eun Young
Uniforms are typically designed in dark, simple tones to help highlight high-end products. Since navy was chosen as the base color for Sienu’s uniforms, I was concerned it might look too dark. To create a focal point, I decided to incorporate an accessory—specifically, a scarf that could be styled in multiple ways, such as around the neck, as a bracelet, or as a hairband during the summer.
Were there any challenges in designing the VMD for Sienu?
Lee Ji Hye
I remember the process of creating the main display, which evokes the image of gemstones freshly mined from a cave. Because concrete is a difficult material to handle, it took considerable time to finalize the precise angles and placements. Still, I think we successfully conveyed the feeling of gems scattered across rocks, as if discovered during an adventure, and I feel a strong sense of accomplishment for all the effort that went into it.
We created a VMD that feels like a work of art by carving acrylic into multi-faceted forms and encasing jewel-like beads in resin.
What brand values do you hope customers will experience when they encounter Sienu’s VMD?
Ko Eun Young
I hope customers feel as though they are experiencing a piece of art in a gallery when they use our products.”
Lee Ji Hye
I hope customers can freely explore our high-end skincare products, crafted from Asian treasures, at Sienu’s first offline store and truly feel the timeless beauty of art.
What personal or professional achievements do you think you have made through this project?
Ko Eun Young
The first project I took on after returning from 15 months of maternity leave was Sienu. Although it was a busy process from the planning stage to the store opening, it helped me quickly readjust to work after a long break. Despite my lack of experience, it was a personally meaningful project as I was able to contribute to the first offline launch of a new luxury brand.
Lee Ji Hye
I also enjoyed working closely with experts from various fields, including BM and product design. I believe it was a very meaningful project in terms of building and expanding the story of a new brand.
What projects or goals would you like to pursue in the future?
Ko Eun Young
As the market continues to shift toward pop-up retail formats with new concepts each time, I’d like to create engaging spaces such as pop-up stores or event venues in collaboration with completely different industries.
Lee Ji Hye
I want to create designs that offer customers fresh, memorable experiences. Lately, with growing awareness of environmental issues, I’ve also become more interested in eco-friendliness and sustainability.
A high-end skincare brand inspired by explorers who sought anti-aging solutions for royal families throughout Asian history. The brand uses rare plants from traditional botanical gardens and luxurious gemstones discovered by adventurers as key ingredients.
Sienu Launch Project
Amorepacific’s 70 years of research and development have culminated in Epiactive Technology™, which safely delivers essential anti-aging benefits to the skin—creating a timeless complexion that embodies the pinnacle of art. Targeting the Chinese market, the first store has opened at Lotte Duty Free, establishing an offline connection with customers.
Design Key Points
The treasure map essential for exploration, the mysterious flora, fauna, and landscapes encountered along the journey, the unknown world finally reached, and the precious gems discovered there—Sienu distinguishes itself with a consistent concept of “the explorer’s journey.” Targeting young luxury customers in China, the brand presents a refined yet opulent beauty through its signature navy and gold color palette. At the heart of the Sienu identity is the motif of “jewels,” which is seamlessly woven into every element of the brand, from products and videos to VMD and spatial design.
