AMOREPACIFIC MBS @AEON mall, JAPAN
Summary
Amorepacific has opened its first MBS store at AEON mall, located in front of Dainichi Station in Osaka, where the flow of daily life never stops.
This opening marks a new chapter in reaching customers in Japan.
Laneige, Aestura, Innisfree, Etude, Espoir, and Primera—six brands coming together to create a single, powerful synergy.
Here, Amorepacific’s technological expertise is delivered as a new and memorable experience to a wider audience.
This opening marks a new chapter in reaching customers in Japan.
Laneige, Aestura, Innisfree, Etude, Espoir, and Primera—six brands coming together to create a single, powerful synergy.
Here, Amorepacific’s technological expertise is delivered as a new and memorable experience to a wider audience.
Background
As we began designing the space, we asked ourselves a simple but fundamental question:
“How can we create harmony between Amorepacific’s identity and the unique character of six brands within a limited area of just 7.7 square meters?”
To find the answer, we first needed to establish a clear design language for Amorepacific fixtures.
What came to mind was the facade of our global headquarters — the rhythmic louvers that embrace the space with quiet strength, and the restrained palette of white and gray. These elements are more than mere decoration; they symbolize Amorepacific’s most honest expression of New Beauty.
“How can we create harmony between Amorepacific’s identity and the unique character of six brands within a limited area of just 7.7 square meters?”
To find the answer, we first needed to establish a clear design language for Amorepacific fixtures.
What came to mind was the facade of our global headquarters — the rhythmic louvers that embrace the space with quiet strength, and the restrained palette of white and gray. These elements are more than mere decoration; they symbolize Amorepacific’s most honest expression of New Beauty.
Designing with Aluminum Panels
We explored various materials to determine how best to express the louver structure.
After comparing options ranging from temba boards to different types of louvers, we selected rectangular aluminum louvers with a 10T interval — the most fitting choice for the store’s scale.
To highlight the refined yet soft texture of aluminum, we applied only an anodizing finish. For the VMD elements, we used SUS and transparent acrylic to create a seamless integration between the fixtures and display components.
To highlight the refined yet soft texture of aluminum, we applied only an anodizing finish. For the VMD elements, we used SUS and transparent acrylic to create a seamless integration between the fixtures and display components.
6 Brands, 6 Identities
Amorepacific space inside AEON features a single double-sided gondola (600 mm × 2,900 mm) and one triangular island, covering approximately 7.7 m².
The core objective of this project was to express Amorepacific’s brand identity while showcasing the unique character of six different brands within a limited footprint.
To highlight each brand’s strengths, tablets displaying brand videos and illuminated back visuals were installed on the top shelves to maximize visibility. All VMD elements were designed with simple, paper-based structures, enabling easy on-site replacement and ensuring flexible maintenance.
To highlight each brand’s strengths, tablets displaying brand videos and illuminated back visuals were installed on the top shelves to maximize visibility. All VMD elements were designed with simple, paper-based structures, enabling easy on-site replacement and ensuring flexible maintenance.
The Power of Small Details
Mirrors with built-in lighting, along with applicators such as cotton pads and removers, were placed throughout the fixtures to allow customers to freely test products and enjoy a richer, more engaging experience.
Graphics with Purpose
The gondola stands at a total height of 1,600 mm.
The tester zone, positioned just below average eye level, serves as a key space for delivering product information in a clear and intuitive way.
Graphics in this area were designed around keywords, allowing information to be conveyed naturally in the brief moment when a customer’s gaze lands.
POP materials were used not to deliver detailed information, but to create strong visual impressions that reinforce the brand image.
The tester zone, positioned just below average eye level, serves as a key space for delivering product information in a clear and intuitive way.
Graphics in this area were designed around keywords, allowing information to be conveyed naturally in the brief moment when a customer’s gaze lands.
POP materials were used not to deliver detailed information, but to create strong visual impressions that reinforce the brand image.
Simple Structure, Expanded Capacity
Considering the self-service nature of MBS stores, we designed the layout so that customers can transition seamlessly from testing to purchasing by placing stock directly behind the tester area.
For skincare brands, transparent acrylic dividers were used, while for makeup, a drawer-type structure was introduced to organize stock efficiently.
This minimized dead space and increased stock capacity to approximately 1.5 times that of existing MBS stores in Japan.
For skincare brands, transparent acrylic dividers were used, while for makeup, a drawer-type structure was introduced to organize stock efficiently.
This minimized dead space and increased stock capacity to approximately 1.5 times that of existing MBS stores in Japan.
Curation Zone
The triangular island fixture was designed to reflect the shape of the space.
It serves as a curation zone that showcases the best products from all six brands at a glance.
Taking advantage of its location along the main traffic flow, a mirror was placed at eye level to draw customers’ attention.
It serves as a curation zone that showcases the best products from all six brands at a glance.
Taking advantage of its location along the main traffic flow, a mirror was placed at eye level to draw customers’ attention.
A Moment of Attention, Amorepacific
Taking into account the environmental constraints that made additional lighting installation impossible, we applied fab lights to the inner wall of the gondola fixtures, creating a self-illuminating effect.
A 55-inch monitor was also installed at the gondola end facing the main traffic flow, continuously playing brand videos to enhance visual immersion.
Given the nature of a large shopping mall with a wide range of age groups, we aimed to incorporate visual elements that are both sensory and approachable.
We hope that these small efforts will capture the attention of Japanese customers, elevate their brand experience, and make Amorepacific a lasting impression in their memory.
A 55-inch monitor was also installed at the gondola end facing the main traffic flow, continuously playing brand videos to enhance visual immersion.
Given the nature of a large shopping mall with a wide range of age groups, we aimed to incorporate visual elements that are both sensory and approachable.
We hope that these small efforts will capture the attention of Japanese customers, elevate their brand experience, and make Amorepacific a lasting impression in their memory.
- Amorepacific Creatives
- Space Design
- 이준호
- VMD Design
- 임보라
- AP JAPAN Strategy
- 이선웅
- AP JAPAN VMD Design
- Shibuya Takahiro
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