LIGHT A WISH
Background
People often make wishes in front of a fire in their own ways, such as on birthdays, festivals, or around campfires.
This act has been passed down through generations, much like the belief that candles, resembling the shape of the moon, serve as a medium to convey wishes to the divine, and it has long been symbolized as a representation of wishes.
Infused with Amorepacific’s mission to create beauty for the world and people through the hopeful message of “wishes,” we have created an experience where visitors can share their own beautiful and heartfelt wishes at the Amore Seongsu Communication Space.
From the diverse experiences of making
wishes in front of a fire,
wishes in front of a fire,
We chose the theme “LIGHT A WISH” to capture the positive meaning of “wishes.”
While people express their wishes in various ways, they often share the common experience of making a wish before a flame.
Drawing inspiration from this experience,
we proposed that the Amore Seongsu space serve as a place where people can gather their wishes and offer prayers for them.
While people express their wishes in various ways, they often share the common experience of making a wish before a flame.
Drawing inspiration from this experience,
we proposed that the Amore Seongsu space serve as a place where people can gather their wishes and offer prayers for them.
Graphic motif
To express the quietness and sincerity of the moment when making a wish, we drew inspiration from the shape of fire,
and the vibrant gradient patterns visible when fire burns were incorporated as the overall graphic motif for the spatial experience.
Typo motif
The meaningful experience of gazing at a flickering light, as if making a wish upon a candle, is captured in Amore Seongsu’s slogan: ‘LOVE MAKES THE WORLD GO ROUND.’
The existing typography has been reinterpreted with a flickering flame-like form—preserving its core identity while offering a renewed expression of the theme’s mood.
The existing typography has been reinterpreted with a flickering flame-like form—preserving its core identity while offering a renewed expression of the theme’s mood.
Process of experience
We divided the act of making a wish into three steps, allowing users to fully immerse themselves in the experience.
First, gaze into the candle and reflect on your wish. Second, write your wish on a wish letter.
Finally, burn the wish letter in the candle, all while being enveloped in the aromatic ambiance of the space.
These three steps are thoughtfully condensed into a single immersive zone within Amore Seongsu.
Paper Incense
To expand the spatial experience of the ‘LIGHT A WISH’ theme, we explored various expressions and ultimately chose incense in the form of ‘paper’—inspired by the wish letters—as our motif.
This concept blends the emotional significance of making a wish on-site with the sensory experience of fragrance, enabling the moment to be shared at home or with others, and nurturing the fulfillment of even more diverse wishes.
The paper incense packaging borrows graphic motifs and color palettes from the on-site experience and is designed as a tear-off booklet for ease of use.
- Amorepacific Creatives
- 기획 & 디자인
- 브랜드 크리에이티브 3팀 구자은, 권미연, 현은정
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