2022 Chuseok Campaign ‘HANYUL Market’ Pop-up Store
Summary
To celebrate Chuseok 2022, Hanyul launched a collection of four “Hanyul Market” products made with ingredients grown in Korea. To promote the collection,
pop-up events were held over the course of two weeks—at Amore Seongsu from September 20 to 25, and at Amorepacific Headquarters from September 26 to 29.
This project involved the complete planning and design of the customer experience, encompassing event planning, spatial and graphic design, merchandise, and on-site execution.
Concept
To deliver an immersive experience of a vibrant local market, we designed a pop-up store that allowed visitors to fully enjoy Hanyul Market through themed zones: Yeoju Mill,
Ganghwa Grocery, Seongsu General Store, and the Hanyul Photo Studio. Under the theme “Capturing the Benefits of Korean Nature”—meaning to gather and contain nature’s scattered
blessings—we embedded the brand’s philosophy of harnessing Korea’s healthy natural ingredients in beneficial ways into the Hanyul Market concept. At the “Rice Bran Event”,
participants who collected all the raw material stamps received a trial kit, introducing them to Hanyul’s signature Korean natural ingredients. Additionally, a special event
offered toner samples freshly portioned into mini pouches, creating the feeling of just-packaged products and reinforcing the lively, hands-on experience of a traditional market.
Space Design
Capturing the benefits of Korean nature
A space to
enjoy and share the richness and abundance of the market
–
In the “Discover” Zone, visitors are introduced to a
map that
shows the origins of natural ingredients
grown across Korea.
In the “Share” Zone, events are
held to evoke the spirit of
generosity and warm
memories traditionally found in local markets.
–
Experience Journey
A Zone (RECEPTION): Receive a HanYul Market brochure
and stamp it with the red rice stamp.
> B Zone: Guided
transition space with the second photo zone. > C Zone:
Product display area
and waiting space for the hands-on
experience in D Zone. > D Zone: Listen to product
explanations,
stamp mugwort and black bean on your
completed brochure, then present it to a promoter to
receive a
gift event kit, including a pebble found in rice bran.
A space to
enjoy and share the richness and abundance of the market
–
In the “Discover” Zone, visitors are introduced to a
map that
shows the origins of natural ingredients
grown across Korea.
In the “Share” Zone, events are
held to evoke the spirit of
generosity and warm
memories traditionally found in local markets.
–
Experience Journey
A Zone (RECEPTION): Receive a HanYul Market brochure
and stamp it with the red rice stamp.
> B Zone: Guided
transition space with the second photo zone. > C Zone:
Product display area
and waiting space for the hands-on
experience in D Zone. > D Zone: Listen to product
explanations,
stamp mugwort and black bean on your
completed brochure, then present it to a promoter to
receive a
gift event kit, including a pebble found in rice bran.
Poster Design
Featuring the natural ingredients of Hanyul’s seven
products,
we created a vibrant market scene full of
freshness.
A free booklet was designed to share stories
from Hanyul Market,
including details about each
ingredient’s origin and background.
products,
we created a vibrant market scene full of
freshness.
A free booklet was designed to share stories
from Hanyul Market,
including details about each
ingredient’s origin and background.
Amorepacific Headquarters,
Basement Level 1 – Cartridge Project
Basement Level 1 – Cartridge Project
- Amorepacific Creatives
- 디자인
- 강라미 오주연 유희선
- BM팀
- 성주영
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