In spring 2025, Amore Seongsu celebrated the season with “Happy Birthday Spring.” Soft sunlight, ribbons, cakes, and lemon trees came together to offer a warm, cheerful moment in everyday life. The space invited visitors to pause, take photos, draw, and quietly feel the emotions of spring.
Concept
Happy Birthday Spring reimagines spring as a new beginning worth celebrating. Visitors aren’t just passing through—they’re invited guests at spring’s birthday party. With joyful touches like cakes, balloons, and ribbons, the space offers a warm and festive welcome to the season, turning a simple visit into a shared celebration.
The reception area is the first space visitors encounter at Amore Seongsu, designed to instantly convey the mood of the season. With a yellow curtain as the backdrop and warm lighting layered in, a pink cake graphic takes center stage—visually expressing the concept of a birthday party celebrating the arrival of spring. In front of the cake, a camera invites guests to capture their own spring moments, while an open gift box releases lemon flower decorations that gently scatter through the space, adding a sense of liveliness. Bronze chrome balloons hang from the ceiling, bringing a shimmering rhythm that completes the festive atmosphere.
The curation table features a selection of spring essentials focused on hydration and radiance. Skincare items that leave the skin dewy and glowing were thoughtfully brought together to offer a small moment of joy for yourself or a seasonal gift for someone special. At the entrance of the table, a cake graphic created with AI was turned into a physical model, setting the seasonal mood from the moment visitors step in. To clearly highlight product benefits and messages, a separate “VITA BOOST ZONE” was created, featuring only vitamin-rich items perfect for spring. This area emphasizes a healthy, vibrant image while visually distinguishing the function-focused lineup for stronger impact.
To celebrate the spring season, visitors received a special sample pack featuring the cake graphic used throughout the store. Designed with seasonal elements, the packaging added a collectible touch while encouraging playful and easy participation. Shoppers also received a lemon-themed paper charm attached to their shopping bags, allowing the feeling of spring to carry beyond the store.
The Garden Lounge was the first space conceptualized and thoughtfully designed for this promotion. Overlooking the lush Seongsu Garden, it was meant to be a quiet and gentle space where the season could be felt most closely. A lemon tree was placed at the center, with seating arranged around it so visitors could pause and meet spring at their own pace. Guests were invited to draw on small postcards while looking at the tree, capturing the moment in their own way. There was no right answer—just heartfelt expressions coming together to form a warm, shared celebration of spring.
In the Garden Lounge, vitamin-infused products were placed alongside the central lemon tree to enhance the scent and energy of spring. The space was designed to offer a light and refreshing product experience during quiet moments of rest, allowing nature, sight, and touch to connect seamlessly.
The lemon tree postcards began with the hope of preserving each visitor’s personal moment of spring. Each drawing was collected and compiled into an archive book, bringing together quiet emotions and time spent in reflection. Though every lemon tree was drawn from a different perspective, they flowed together as one gentle record of the season. In the end, these shared moments became Amore Seongsu’s own archive of spring.
