I CAN GO ANYWHERE_Black Cushion Pop-up: Amorepacific Headquarters, Sinyongsan

AMOREPACIFICMay 24, 2024

Summary

In order to continue the success of the Hera Black Cushion pop-up at 11 Yeonmujang-gil, Seongsu-dong, which was conducted for the launching campaign of the 3rd generation Black Cushion, I propose another pop-up event at the Amorepacific Headquarters in Yongsan to experience the brand story and Black Cushion heritage once again. Through the pop-up at the Amorepacific Headquarters, the birthplace of the cushion, we aim to reinforce the perception of the cushion as the first and foremost of its kind among visitors and employees, and to enhance the brand’s luxuriousness by providing a sensory experience. Additionally, by utilizing the fixtures and content from the previous pop-up, I propose a sustainable strategy that leverages the pop-up’s scalability for continual use.

Concept

Amorepacific World Headquarters visitors can freely enjoy and experience seven themes of sound and video capturing Hera and Seoul’s daily life, developed for the Hera NEW Black Cushion pop-up, while simultaneously exploring the history and heritage of the cushion. Additionally, through an unmanned operation system, we aim to provide a new experiential space by expanding the functionality of the lobby area.

I CAN GO ANYWHERE_Black Cushion Pop-up: Amorepacific Headquarters, Sinyongsan I CAN GO ANYWHERE_블랙쿠션 팝업: 신용산 아모레퍼시픽 본사 24_23_00

1. INTRO

2. LOUNGE

-Relaxing, Enjoying

3. SELF TESTER

4. MAKE UP BAR

5. PHOTO ZONE, MAKE UP BAR

6. HISTORY & HERITAGE ZONE

-Visual Archive, Product Display

7. MONITOR

-Black Cushion Contents Play

[LAYOUT PLAN}

The AP Cabinet Hera Pop-Up, which extends from the global headquarters lobby, begins with a lounge zone where visitors can enjoy videos and sounds that tell the HERA brand story alongside sensory objects. After passing through the lounge zone, customers can experience the new 3rd-generation Black Cushion products at the self-tester zone and makeup bar, and then explore the heritage and history of the first and best cushion. Additionally, stamp content, which represents the origins of the cushion, can be experienced throughout the pop-up space.

I CAN GO ANYWHERE

Through seven themed sounds and videos that convey the message of “going anywhere and becoming anything,” the space undergoes a mood transformation, evolving to offer customers a lounge experience that transcends comfort and delivers ultimate freedom—the new campaign theme of the Black Cushion.

I CAN GO ANYWHERE_Black Cushion Pop-up: Amorepacific Headquarters, Sinyongsan I CAN GO ANYWHERE_블랙쿠션 팝업: 신용산 아모레퍼시픽 본사 24_23_02_da2_01

Four large speakers inside the space provide an immersive sound experience, while the self-tester and makeup bar allow visitors to directly experience and try out the third-generation Black Cushion and Hera’s main products. Most of the furnishings used to create the space were reused from the previous Seongsu pop-up store, emphasizing sustainability.

I CAN GO ANYWHERE_Black Cushion Pop-up: Amorepacific Headquarters, Sinyongsan I CAN GO ANYWHERE_블랙쿠션 팝업: 신용산 아모레퍼시픽 본사 24_23_03

The Black Cushion has evolved to provide
a flawless makeup look,
enabling anyone to feel free anytime, anywhere.

This space showcases the heritage and history of cushions, from their inception to the third-generation Black Cushion. Additionally, visitors can explore the history of the Hera x Artist Collaboration, which brought new inspiration to daily life through collaborations with designers representing contemporary tastes and culture.

I CAN GO ANYWHERE_Black Cushion Pop-up: Amorepacific Headquarters, Sinyongsan I CAN GO ANYWHERE_블랙쿠션 팝업: 신용산 아모레퍼시픽 본사 24_23_04

I CAN GO ANYWHERE_Black Cushion Pop-up: Amorepacific Headquarters, Sinyongsan I CAN GO ANYWHERE_블랙쿠션 팝업: 신용산 아모레퍼시픽 본사 24_23_05

On the exterior windows of the global headquarters, four large speakers broadcast the “I CAN GO ANYWHERE” campaign message to raise awareness of the pop-up and spark maximum interest among customers.

I CAN GO ANYWHERE_Black Cushion Pop-up: Amorepacific Headquarters, Sinyongsan I CAN GO ANYWHERE_블랙쿠션 팝업: 신용산 아모레퍼시픽 본사 24_23_06

At the global headquarters of Amorepacific, the
originator of cushions, we aimed to provide an
experiential
space for a new cushion created
with Hera Cushion’s heritage and unique
technology, tailored for
a more diverse and
broader audience. Additionally, by proposing new
uses for content through pop-up
expandability,
we aimed to transcend a one-time event and
realize the value of sustainability.