1939 Changseong Store
Summary
The Changseong store, which is the parent company of Amorepacific, was started in 1939 by Jangwon’s mother and
Jangwon Chairman Seo Sung-hwan. We cannot know what the Changseong store looked like at that time because there
are only written records and no photographs, but based on Amorepacific archival documents, other video records,
and papers, we organized the shape, surroundings, and costumes of the store and reinterpreted them in a
contemporary sense to create a new Amorepacific Changseong store.
The exterior of Kim Jae-hyun Department Store, which sold Changseong products in 1943.
Store
Based on historical data of houses and shops from that era, we used Midjourney to generate spatial images.
We first explored a 1930s Western luxury style, then derived spatial images by incorporating elements of traditional Korean houses.
Prompt example: The house of handmade beauty products in Korea in 1939, luxury style, camellia deco —ar 16:9 —s 350
The house of handmade beauty product in Korea in 1939, luxury style, camellia deco, —ar 16:9 —s 350 –
While developing the exterior space, we attempted to include the camellia tree — a symbol of AmorePacific — but it took numerous trials to achieve the desired image of the camellia.
Uniform
We researched the forms and materials of merchants’ clothing from the period and sought to reflect them in the design.
By reinterpreting the dark-colored hemp fabric commonly used in merchants’ aprons and the silhouette of traditional Korean jackets, we created a uniform design that is simple yet refined in its details.
- Amorepacific Creatives
- 김리아, 여유미
