The AMOREPACIFIC FESTIVAL took place over two weeks,
from June 28th to July 11th, at the @cosme TOKYO flagship store in Harajuku, Tokyo.
Summary
Based on the ranking, @COSME, a cosmetics edit shop popular among MZ generation in Japan, is a two-week event where various brands of Amorepacific meet with customers, designed to successfully launch new brands and promote existing brands in the Japanese market, and we designed the identity and video for the event.
Midjourney-generated ‘confetti’ concept image
Concept
In line with the name ‘AMOREPACIFIC FESTIVAL,’ we wanted to create an experience where visitors could discover our various brands in a fun, celebratory atmosphere.
To achieve this, we based the event’s visual identity on the concept of ‘confetti,’ a universal symbol of festivals and parades.
AMOREPACIFIC FESTIVAL KEY VISUAL
MAP DESIGN
As the event spanned multiple locations across three floors, we designed a clear and helpful event map to ensure visitors could easily navigate and participate in all the activities.
MAP DESIGN
As the event spanned multiple locations across three floors, we designed a clear and helpful event map to ensure visitors could easily navigate and participate in all the activities.
POSTER DESIGN
Eco bag design and image photography for social media posts
SNS GUIDE DESIGN
FACADE DESIGN
On-site Identity Application at @cosme TOKYO
Video Planning Intent
We actively utilized the ‘confetti’ visual concept, applying it to transitions and background particles.
To evoke the high-energy feel of a K-POP festival or music show, the editing was fast-paced.
Since the video was designed for large-scale display on the building’s main facade, the motion graphics were kept simple yet highly eye-catching.
To make our video stand out from others playing in rotation on-site, we added a distinct intro animation at the beginning.
To clearly distinguish it from other videos playing before and after on-site, we added an intro motion at the start.
Event Prep & Opening Day
The four-day event setup process at @cosme TOKYO, and the atmosphere on opening day.
