SOUND OF SEONGSU
Summary
’Sound of Seongsu’ is an immersive sound experience project presented by Amore Seongsu in collaboration with Sony.
Visitors are invited to experience high-fidelity sound through Sony’s WH-1000XM6 headphones.
The journey is curated to guide users through the stories of the space using audio docents and ASMR content from ‘Healing Times,’ produced under the concept of ‘The Water of True Love.’
Through this collaboration, Amore Seongsu expands the simple act of listening into a slow, sensory experience within the physical space, proposing a new form of spatial experience where sound, emotion, and brand connect naturally.
The Reception marks the beginning of ‘Sound of Seongsu.’
It translates invisible sound into spatial structures, setting the tone for the entire experience.
Inspired by a scene from the campaign video for Sony’s new headphones, we created a visual impression that allows visitors to perceive sound with their eyes.
The vertical hanging structures evoke the imagery of sound waves, serving as a natural prelude to the auditory journey that follows.
Positioned at the center, the headphones function as the defining symbolic object of this pop-up.
The Audio Docent is a sound experience designed around the wireless noise-canceling capabilities of Sony headphones.
We equipped the space with 20 units of the Sony WH-1000XM6, creating an environment that minimizes external noise and allows full immersion in sound, even within the store.
Leveraging the freedom of wireless headphones, the experience allows visitors to move without spatial constraints, exploring every corner of Amore Seongsu guided by audio.
This approach shifts the focus away from a purely visual store experience, inviting visitors into an immersive time of slowly discovering ‘their own unique beauty’ through the headphones.
This content allows visitors to explore the stories hidden throughout Amore Seongsu at their own pace. After a simple identity verification at the reception, visitors can rent headphones to begin their journey.
By scanning QR codes placed throughout the store, visitors can listen to the core values of Amorepacific’s key brands—Sulwhasoo, Primera, Aestura, Hanyul, and Puzzle Wood—as well as the significance of the space itself.
The experience is designed to help visitors naturally discover new perspectives and sensations in corners they might have otherwise overlooked.
The act of moving through the space while listening unfolds like a leisurely stroll, allowing for a more comfortable and profound experience of Amore Seongsu.
The Garden Lounge is a dedicated listening space designed for visitors to linger and focus on sound.
The space features monitors screening ASMR content produced in collaboration with ‘Healing Times,’ offering an immersive viewing experience through wireless headphones.
This content captures ‘sparkling moments where love comes true,’ utilizing various cosmetic products, including the Seongsu Toner.
Additionally, the actual products used in the video are displayed next to the headphones.
This setup invites visitors to touch the items they hear and see, extending the auditory experience into a tactile one. Overlooking the Seongsu Garden, visitors can enjoy a quiet moment focusing on the harmony of sound, imagery, and texture.
On the opposite side of the Garden Lounge, we established two standalone Private Zones.
Each space is designed to offer a quieter and more personal environment, allowing visitors to wear headphones and focus entirely on the content.
By minimizing external visual distractions and noise, these zones enable visitors to fully appreciate the ‘Healing Times’ ASMR videos and enjoy a moment of pause concentrated solely on sound.
Standing in contrast to the open Garden Lounge, this area provides an environment optimized for deeper immersion.
’Sound of Seongsu’ was made possible through our collaboration with Sony Korea and the ‘Healing Times’ team, who created the video ‘The Water of True Love’ by bridging the gap between Sony headphones and the space of Seongsu.
In particular, thanks to Sony Korea’s active cooperation, we were able to offer Amore Seongsu visitors the exclusive opportunity to be the first to experience their newly launched products.
Having prepared this project over a long period from the spring to the summer of 2025, I held a deep personal attachment to this work. It feels even more meaningful to see it successfully culminate into a unified experience, enriched by the support and thoughtful contributions of so many people. I would like to extend my sincere gratitude to everyone who journeyed with us and offered their support.
Having prepared this project over a long period from the spring to the summer of 2025, I held a deep personal attachment to this work. It feels even more meaningful to see it successfully culminate into a unified experience, enriched by the support and thoughtful contributions of so many people. I would like to extend my sincere gratitude to everyone who journeyed with us and offered their support.
- Amorepacific Creatives
- Design & Planning
- Shin Jeongsik
- Planning
- Kim Taehyun
- Healing Times
- Cheon Nari, Seo Woobin
