We developed the PUZZLE WOOD scent to create a signature fragrance for the Amore Seongsu Garden, a green oasis in urbanicity,
and provide a memorable aromatic experience to customers. Conceived as a signature scent of Amore Seongsu,
PUZZLE WOOD has caught the keen attention of store visitors. In response to customers’ zeal for the PUZZLE WOOD product launch,
we pilot-launched test products before the official launch of a diffuser and hand cream in November 2022.
This article features the story of how we prepared for the rollout of PUZZLE WOOD’s pop-up space at Amore Seongsu,
the origin of the PUZZLE WOOD scent.
Development of PUZZLE WOOD Scent and Preparations for Pop-Up Space Launch
Upon developing the PUZZLE WOOD scent, we designed messages and images that effectively evoke the image of the fragrance.
PUZZLE WOOD is a scent that embodies not only the comfort and energy of the Seongsu Garden, a forest-like place hidden in urban settings,
but also the passionate life of a free-spirit in an imaginary space filled with the refreshing note of citrus and calming aroma of neroli.
Our project was aimed at transforming the approximately 100sq.m-space into a place that gives customers an impressive and
memorable experience with PUZZLE WOOD. The pop-up project was a process of turning the images conceptualized
during fragrance development into reality.
Review in More Detail
Detail 1. Creation of a forest-like garden in winter
Throughout the process of fragrance development, the Seongsu Garden remained the main source of inspirations and the focal
point of scent creation. To build a pop-up space that well delivers the spirit of the Seongsu Garden, we designed a garden that mimicked the look of mother nature.
The Seongsu Garden, a signature place of Amore Seongsu, features a courtyard-like structure for a perfect indoor garden experience.
To create a pop-up space that preserves the beauty of nature in winter, we studied horticultural know-how,
mixing granite soil, culture soil, and bed soil to prepare the garden’s ground, which was then covered with live moss
, a plant that gives a green lift all year round. In addition, we planted tree ferns, which are typically found in tropical areas,
so that the place could provide visitors with the mood of a primeval forest even in winter.
We kept the temperature and humidity high to create an ideal environment for the growth of new plants.
After the end of the pop-up project, the new plants were transplanted to moss beds that protect the Seongsu Garden—an effort to
highlight the value of sustainability.
Detail 2. Expression of an urban landscape and the theme of sustainability
[Expressing a rough texture to create an industrial-urban look]
With the exhibition themed after nature in an industrialized urban area, we also expressed the physical
properties that represent the urban world. Yet, existing materials were not enough to perfectly visualize
the effect that the fragrance evokes.
“We must create what we need ourselves.”
We applied recycled kraft paper to the walls of the exhibition area.
By using plaster material leftover from construction work and doing some brush work,
we created a special finishing material with a unique texture. Although the production
of a 5 meter-long wallpaper was a challenge, it was still a meaningful and prideful experience
for us to participate in the production process, reaching the highest level of craftmanship,
and to develop and materialize content for the Seongsu Store.
[Furnishing production using industrial waste H beam]
In designing a tester zone for the PUZZLE WOOD products, we considered which hardware should be used.
To support a plate with a unique 1:10 rectangular shape, we needed metal finishing materials.
This warranted post-processed metal parts, which raised the question of how all this would be achieved
while minimizing construction waste.
The use of industrial waste H beam helped us to not only create a stable display structure (thanks to the heaviness of the material),
but also incorporate environmental considerations into our project. We created trendy-looking furnishings that give a rough,
industrial mood from an urban setting. (These furnishings have been recycled for use at a flower shop and for Christmas decorations.)
Detail 3. Amore Seongsu, as a source of inspiration
Mirror—a metaphorical expression to reflect a place of origin.
We installed a mirror at a 45-degree angle in the natural surroundings of Garden Lounge A,
“The fragrance of PUZZLE WOOD has been created based on inspirations from Amore Seongsu,
a place you can see now from the mirror reflection.” Our goal was to help customers look at Amore Seongsu reflected on the mirror
while appreciating the fragrance of PUZZLE WOOD and reading brand copies shown on the mirror.
Detail 4. ‘Supergraphics’ for visual impact
Conducted by collaborations with different teams at the Creative Center, the PUZZLE WOOD project received visual
creatives from the Creative Strategy Team, and used them to produce materials for a visual impact boost —5-meter-long graphics to cover the windows and floors.
Special Event. Limited-Offer Giveaways for Pre-Registered Visitors
We prepared special giveaways for the visitors to Amore Seongsu, Amorepacific’s iconic space who try out PUZZLE WOOD.
We provided a PUZZLE WOOD sachet for all pre-registered visitors to bring the memories of the fragrance back home with them.
Furthermore, a special packaging service with a pouch featuring a green heart was offered to customers who purchased a product
during the pop-up event period.
Closing Remarks
PUZZLE WOOD is a project that originated from a proposal for an air-freshening fragrance submitted at Creative Partners in 2021,
a program of Amorepacific’s Creative Center to promote free exchange of ideas.
The project is especially noteworthy in that a manager’s creative idea has evolved into a brand.
Expanding one’s role beyond a designer to a creator reshapes the way he/she works.
The cooperation among members of the Creative Center spanned from fragrance development, product design, visual design,
production and operation to onsite customer touch points, resulting in the successful launch of a new brand. Overall,
the project helped us realize that not only passion but also a pride for fragrance expertise and inter-organizational cooperation were
integral to the project’s success.
