2023 Amorepacific New Commerce ‘Singil Center cafe N’
2023 아모레퍼시픽 뉴커머스 ‘신길센터 cafe N’
AMOREPACIFICAug 01, 2023
Summary
New Commerce’s newly renovated ‘cafe N’ office, which first opened in January 2023. During the first half of the year, seven private stores across the country renewed their space with the cafe N type. This is the second cafe N directly managed by New Commerce, which expanded the product display space and updated the operational content based on the VOC.
Concept
In line with our shift to a digital-centric sales strategy, a key challenge for the New Commerce division is recruiting competitive counselors in the 20-40 age demographic.
The purpose of the ‘cafe N’ project is to create an autonomous work environment and modernize our business spaces to meet the expectations of this new generation.
From its inception, the ‘cafe N’ design direction has been to make the most of each site’s existing interior conditions. This approach minimizes construction and new
furniture production, reducing unnecessary waste while allowing the unique character of each local area to shine through.
At the new Singil Center, for example, furniture was crafted from plywood and angle iron to preserve the raw feel of the materials. Additionally, old
furniture from closed stores, originally slated for disposal, was salvaged and repurposed for the new cafe.
The Singil Center’s location on a major intersection gives it high accessibility for walk-in customers.
This allows local customers in their 20s to 40s to visit the café for coffee or tea and naturally
engage with Amorepacific’s signature products, which are centrally displayed for easy testing.
The first-floor café serves as a lounge and meeting space where Amorepacific Counselors and their
customers can comfortably gather to share interests and discuss beauty concerns.
The Singil Center takes full advantage of its large floor plan by incorporating a classroom for cultural
activities like yoga and flower arranging, in addition to private meeting rooms. To allow customers to
experience skincare, makeup, and wellness products all in one place, we significantly expanded the product
experience area, featuring a large central island and wall display where visitors can freely test and sample our signature products.
Visuals showcasing Amorepacific’s unique expertise and history in cosmetics are placed throughout the space
to build customer trust. While experiencing the products, visitors can also receive a private consultation
in a separate area to learn more about becoming an Amorepacific Counselor.
“The purpose of the ‘cafe N’ project is to create an autonomous
work environment that keeps pace with modern trends and to modernize
our business spaces to meet the expectations of a new generation of counselors.”
The Singil Center ‘cafe N’ is a large, 595-square-meter space utilized by approximately 200 Amorepacific Counselors.
The center’s functions are split between two floors: the previously described café space on the first floor,
and the main office space on the fourth floor, where counselors handle tasks like product shipping and training.
The way counselors work has evolved; many now balance this role with a main career, which has led to the recruitment
of younger counselors in their 20s and 40s. Consequently, it has become essential to modernize these spaces to meet
their expectations. In the first-floor café, visitors can use tablet PCs to self-register to become an Amorepacific Counselor.
Vital Beauty health supplements, which account for a significant
portion of New Commerce sales, are displayed in a dedicated area,
allowing customers to see the entire product line at a glance.
Along the building’s exterior-facing wall, we created two small
meeting rooms and a large classroom with glass partitions, allowing
café visitors to naturally observe the activities happening inside.
The 4th-floor office space has transitioned from assigned desks to a flexible, hot-desking system.
Going forward, ‘cafe N’ will continue to expand as a
network of local community hubs, each reflecting the
unique character and history of its neighborhood.
