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HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet

HERA Jun 01, 2024
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.
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 mob_24_81_00
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_00_sld_00
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_00_sld_01
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_00_sld_02
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_00_sld_03
The AP Cabinet Hera Pop-Up, which extends from the lobby of the Amorepacific Global Headquarters, begins with a lounge zone where visitors can enjoy videos and sounds that tell the HERA brand story, accompanied by sensory objects. After passing through the lounge zone, visitors can experience the new 3rd-generation Black Cushion product at the self-tester zone and makeup bar, and explore the heritage and history of the best and first cushion. Additionally, stamp content, which marks the origins of the cushion, is strategically placed throughout the pop-up space for visitors to experience.
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_01 HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_02
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_03_sld_00
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_03_sld_01
‘I CAN GO ANYWHERE’
The lounge zone, where visitors can freely enjoy and experience seven themes of sound and video capturing Hera and Seoul’s daily life, features four large speakers in a sensory object form and LED screens, while the self-testers and makeup bars allow visitors to directly experience and try out the 3rd-generation Black Cushion and Hera’s main products. Most of the furnishings used to create the space are reused from the previous Seongsu pop-up store, emphasizing sustainable reuse.
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_04 HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_05 HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_06
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_05 HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_04 HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_06
The Black Cushion, which has evolved to
provide a flawless makeup look,
enables anyone to feel free anytime, anywhere.
Experience the heritage and history of cushions from their inception to the third-generation Black Cushion, and enjoy a new brand experience space where you can appreciate the collaboration between the Black Cushion, which has brought new inspiration to daily life, and artists. Enjoy the history of collaboration products between the Black Cushion and artists that bring new inspiration to daily life.
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_07
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_08
From the birthplace of the cushion at Amorepacific’s global headquarters, we wanted to provide a space where more people could experience the heritage of the Hera Cushion and the new cushions created with our unique technology. Additionally, by proposing new uses for content through pop-up expandability, we aim to transcend the limitations of a one-time event and realize the value of sustainability.
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_09 HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_10
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_11
On the exterior windows, four large speakers broadcast the “I CAN GO ANYWHERE” campaign message to raise awareness of the Black Cushion pop-up and spark absolute interest among customers.
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_00
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_01_sld_00
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_01_sld_01
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_01_sld_02
  • HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_01_sld_03
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_00
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_01_sld_00
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_12_da2_01_sld_02
Design elements applied to the Black Cushion Seongsu Pop-Up Store were reapplied to Amore Credit San, maintaining brand consistency across various channels. This approach delivers a strong visual impact and reinforces brand recognition among customers.
  • Amorepacific Creatives
  • Design
  • Brand Creative 2 Team:
    Hong Hyemin, Hwang Juyoung
  • Photography
  • Jang Suin
HERA ‘Black Cushion Foundation’ POP-UP in AP Cabinet 헤라 블랙 쿠션 파운데이션 팝업스토어 세계본사 AP 캐비넷 24_81_sign_set
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