The brand Amorepacific was relaunched as ‘AP BEAUTY’, a high-end skincare brand with high efficacy that reflects the needs of customers as the medical aesthetic treatment
market grows. The brand’s powerful efficacy and technology-driven skincare brand image, the rebranding was an unprecedented change from the brand name to the product lineup
and space. In the space design, we visualized the concept of the Future Skin Research Institute in line with the high-end skincare brand status to showcase the ‘APEX OF
SKINCARE’, the pinnacle of high-end skincare that delivers a new skin experience by integrating overwhelming technology.
Concept
AP BEAUTY NEW SI is a two-year project aimed at strengthening the brand image as a high-performance skincare line.
Centered on AP BEAUTY’s three core pillars—innovative technology, proprietary ingredients, and exceptional efficacy—the project sought to communicate the performance of each product, as well as the unique technologies that truly come to life when all AP BEAUTY products are experienced together in one space.
To capture the aspirational appeal of a premium skincare brand, the spatial concept was visualized as a futuristic skin research laboratory—a space that embodies the brand’s ambition to lead in advanced skincare.
Concept
AP BEAUTY NEW SI is a two-year project aimed at strengthening the brand image as a high-performance skincare line.
Centered on AP BEAUTY’s three core pillars—innovative technology, proprietary ingredients, and exceptional efficacy—the project sought to communicate the performance of each product, as well as the unique technologies that truly come to life when all AP BEAUTY products are experienced together in one space.
To capture the aspirational appeal of a premium skincare brand, the spatial concept was visualized as a futuristic skin research laboratory—a space that embodies the brand’s ambition to lead in advanced skincare.
To showcase the brand’s high-quality media content, transparent digital pendants suspended from the ceiling are paired with angled media walls, allowing visitors to experience the brand’s dynamic core from any perspective.
To convey a bold and futuristic brand image, boundaries and corners have been minimized, while a seamless white tone flows continuously across the curved ceiling, walls, and floor—evoking the atmosphere of a refined future skin research institute.
This uninterrupted, fluid curvature acts as a sculptural language that blurs the lines between interior and exterior, serving as a spatial device that suggests infinite expansion within a finite space.
To further enhance the sense of unity throughout the space, subtle indirect lighting has been carefully integrated.
The CMF of the space incorporates metallic accents against a white backdrop to evoke a clinical atmosphere, reinforcing the brand’s rational and scientific image.
Organic-shaped fixtures—designed to spotlight the products as embodiments of core technology—seamlessly blend with the products themselves, visually expressing the brand concept as sculptural objects.
In addition, service tools used within independent zones have been fully customized to reflect AP’s distinct brand identity.
Beginning with the Hong Kong spa AP SUITE and 10 domestic department stores in January 2024, renovations and reopenings were completed in April at Hong Kong Harbour City, IFC, and TSQ, followed by Jiu Guang in China in July.
Efforts are currently underway to continue global expansion, including into the United States.
At the Jiu Guang store in China, we created a space that more prominently showcases the *PRIME RESERVE* line—AP BEAUTY’s premium total anti-aging collection that embodies the brand’s high-end identity.
To highlight the black diamond embedded on the inner side of the product cap, the design was optimized to maximize its sparkle from every angle.
Experience a sensory, professional, high-end luxury service.
The same motif is consistently applied throughout the retail space, with every element reflecting the reliability and trustworthiness of a high-performance skincare brand.
This professional image is further reinforced through a unique service design strategy that sets the brand apart.
