The ‘Amorepacific Festival’ was an event held at @cosme,
a popular Japanese multi-brand beauty store. Over a two-week period at the @cosme TOKYO flagship,
11 Amorepacific brands were introduced to Japanese customers.
Concept
The pop-up space was developed around the directional theme of “a festival for discovering all Amorepacific brands and products,” with the design and spatial programming aligned to this vision.
We incorporated bright, primary colors and geometric shapes inspired by confetti to bring the festival concept to life.
Given that the pop-up took place during the hot summer and needed to stand out among the many other brands within the store, we prioritized a vibrant, high-impact aesthetic over a more subdued atmosphere.
The first floor was composed of an Entrance Zone and a Pop-up Zone.
The Entrance Zone offered visitors a brief introduction to the signature products of the 11 participating brands.
The Pop-up Zone was a space dedicated to experiencing
Amorepacific’s most innovative product categories:
‘Cushion,’ ‘Retinol,’ ‘Sleeping Care,’ and ‘Cica.’
Each category had its own dedicated table and wall display.
To ensure visitors could intuitively navigate the space,
even from a distance, we used bold, oversized category names
as a key and integral element of the interior design.
The Pop-up Zone was a space dedicated to experiencing Amorepacific’s most innovative product categories: ‘Cushion,’ ‘Retinol,’ ‘Sleeping Care,’ and ‘Cica.’ Each category had its own dedicated table and wall display.
To ensure visitors could intuitively navigate the space, even from a distance, we used bold, oversized category names as a key and integral element of the interior design.
“Our Innovation Story: Key Ingredients
and Core Products at a Glance.”
Recognizing that many Japanese customers might be unfamiliar with our products, we used our visual merchandising to tell Amorepacific’s unique story of innovation.
For each key category, we shared the history of our pioneering developments through POP displays and video content.
This was complemented by a chronological display of archival products, showing our journey of innovation over time.
This approach allowed customers to understand our ingredient technology and development history, while simultaneously being able to test the current products available in each category.
Recognizing that many Japanese customers might be unfamiliar with our products, we used our visual merchandising to tell Amorepacific’s unique story of innovation.
This approach allowed customers to understand our ingredient technology and development history, while simultaneously being able to test the current products available in each category.
This approach allowed customers to understand our ingredient technology and development history,
while simultaneously being able to test the current products available in each category.
The product displays were not limited to just testers.
We also created experiences that allowed customers to engage with the products in other ways,
providing take-home samples and scented mementos that represented the product experience.
Additionally, the second floor featured a dedicated ‘@cosme LIMITED EDITION’ zone,
which highlighted special products available exclusively at the pop-up event.
Additionally, the second floor featured a dedicated ‘@cosme LIMITED EDITION’ zone, which highlighted special products available exclusively at the pop-up event.
The third floor was a space where brands could actively engage with customers
through customization services and makeup demonstrations. We were able to utilize
a relatively large area of approximately 132 square meters (40 pyeong).
Acknowledging the retail insight that customer foot traffic tends to decrease on higher floors,
we specifically programmed this space with unique, high-value experiences and events designed to draw visitors upward.
A ‘Sample Market’ was set up on the third floor, where visitors could receive free
samples from all 11 participating brands as a reward for taking part in our events.
The space was designed to feel abundant and generous, aligning with the festival’s celebratory theme.
In the deepest section of the pop-up, visitors encountered a space dedicated
to Amorepacific’s corporate content. Here, they could view the ‘Art & Science’ exhibition
and watch our ‘Healing Times’ videos. Additionally, a stage was set up where renowned
Korean makeup artists held live demonstrations and gave K-Makeup lectures at scheduled times.
