We wanted to capture the warmth of our employees working inside the white Amorepacific building, and express the meaning of
“amore”—the Italian word for love—through a New Year’s greeting card filled with heartfelt wishes for the year ahead.
Concept
The “Amore” within Amorepacific
We wanted to capture the warmth of our employees working inside the white Amorepacific building, and express the meaning of
“amore”—the Italian word for love—through a New Year’s greeting card filled with heartfelt wishes for the year ahead.
Paper New Year’s card
A card-style greeting made of paper, designed to express gratitude and warm New Year’s wishes to the recipient.
When you pull the tab on the card next to the silver-shimmering global headquarters, a hidden heart is revealed.
In times like these, when it’s difficult to see each other in person and ask how we’re doing, we wanted to share warmth through a New Year’s card.
The heart—a symbol that offers comfort at a glance—is simple yet powerful, and it embodies the spirit of Amore.
The hidden message is revealed only through the recipient’s touch, creating a sense of connection and heartfelt communication.
Mobile New Year’s card
A mobile-format greeting card designed to express
gratitude and New Year’s wishes to the recipient.
STUDY
We explored various methods for revealing the heart in a way that goes beyond passive viewing
—focusing on interactions that allow the recipient to personally discover the hidden message.
Using the phone’s G-sensor (gyroscope),
the heart begins to appear from the tilted side.
As each pin representing the global headquarters
thickens, a heart gradually appears.
The final story reflected in the mobile greeting card
The music in the mobile greeting card is “We Wish You a Merry Christmas”—a familiar and nostalgic carol that brings back the
year-end atmosphere, especially in a time when it’s rare to hear such tunes on the streets.
The melody is clear and sparkling, evoking a festive mood.
When the recipient moves the card (representing the global headquarters), a hidden message appears,
and the heart begins to beat only through the recipient’s touch.
Overall, this greeting card was designed to create a sense of connection by allowing the recipient to actively engage with it,
and to convey our heartfelt wishes for a new year full of hope and passion after a difficult time.
