아모레 성수 9월 아모레성수 큐레이션 VMD
Summary
To celebrate the autumn season, the curation VMD at Amore Seongsu was updated. Taking into account the seasonal increase in international visitors, the curation was designed with a focus on K-Beauty products that generate high interest among global customers. In particular, popular products that have received strong responses at Amore Seongsu were carefully selected, with the AESTURA Atobarrier Cream positioned as the hero product and prominently displayed on the store’s curation tables. In addition, the makeup area at the back of the store was reconfigured into a space dedicated to lip curation, introducing a newly established “Lip Bar.” A new “Quick Buy Me” service was also launched, enabling fast and easy product trials. Through these enhancements, an environment was created where global customers can experience products in a more intuitive and convenient way.
CURATION TABLE
First, the curation table VMD—located in the very first space customers encounter upon entering the store—was newly revamped. Large-scale product groupings featuring key hero products from each brand were placed at the forefront to effectively capture customers’ interest immediately upon entry and to naturally guide them toward purchase. In addition, product benefits and Amore Seongsu–exclusive purchase advantages were prominently communicated throughout the space to deliver clearer messaging to customers. Playful illustration elements inspired by the Amore Seongsu building were also incorporated, adding a sense of storytelling and character to the overall environment.
The curation table was designed under the concept of “K-Beauty All Time Bestsellers,” with the merchandise selection composed of currently trending K-Beauty products that reflect the interests of international customers, who make up the core customer base of Amore Seongsu.
Five colors were selected to harmonize with the identity colors of the participating brands while also aligning with the mood of the autumn season. These colors were applied consistently across the illustrations and overall spatial design.
Five colors were selected to harmonize with the identity colors of the participating brands while also aligning with the mood of the autumn season. These colors were applied consistently across the illustrations and overall spatial design.
The large-scale display of Laneige Glaze Craze Lip Serum enhanced the visual impact of the Laneige zone, which is highly popular among global customers, while further enriching and completing the “Donut Lip” theme.
In addition, through collaboration with each brand, a variety of large-scale product displays—including Sulwhasoo First Care Activating Serum and HERA Glow Lasting Cushion—were showcased together, offering global customers a richer and more engaging visual experience.
LIP CURATION BAR
To strengthen the makeup area located at the back of the store, a VMD revamp was carried out. By utilizing half of the existing makeup table area, a newly installed Lip Bar was introduced, allowing lip makeup products to be more effectively showcased along the customer circulation path. This spatial reconfiguration improved customer accessibility, which subsequently led to an increase in lip product sales. As Amore Seongsu is a flagship store housing a wide range of brands, its key lip products change continuously by season. In response, the Lip Bar was designed with a flexible structure that does not require unit replacement when products are updated, enabling smooth and efficient operation. Through this approach, an environment that facilitates easy product in-and-out was established. In addition, emphasis was placed on reusing existing fixtures, ensuring both spatial efficiency and operational effectiveness.
DETAIL
CUSTOM MATCH SENSUAL LIP BY ME
A new self-experience zone for the HERA Sensual Lip Custom Match Program, one of the signature services of the Amore Seongsu flagship store, was newly created along the wall next to the Lip Bar. This space was designed for walk-in customers who previously found it difficult to experience the Custom Match Program on site due to its reservation-based operation. Unlike the appointment-only service, which includes counseling and AI-powered color recommendations, this self-experience zone allows customers to freely test approximately 300 HERA Sensual Lip shades. Once a desired color is selected, customers can request on-the-spot production, with the product manufactured and provided immediately. This service offers a differentiated product experience available exclusively at Amore flagship stores. With the ability to guide customers directly to this space—particularly those who had previously expressed disappointment at not being able to experience the Custom Match Program—more customers are now able to engage with the service, resulting in high levels of satisfaction.
The central shelf of the wall unit and the front island area were utilized to showcase the Custom Match Artistic Color line. The Custom Match Artistic Colors consist of highly pigmented, differentiated shades that are not easily found in conventional lip color ranges. Within this dedicated space, customers can freely experience a variety of shades. From a total of 33 Artistic Colors—including pearl finishes—customers may select their preferred combination, which is then manufactured on-site and made available for immediate purchase.
In consideration of the self-experience format, where it can be difficult for customers to apply and test a large number of shades, transparent cube boxes filled with the actual product contents were placed at the front, allowing customers to intuitively view the true colors. In addition, customers can personalize their product by selecting a custom printed message, as well as choosing the formula and fragrance. As a fully customized lip product available exclusively at Amore Seongsu, this service delivers a differentiated and highly personalized experience.
- Amorepacific Creatives
- Space Design
- Shim Mijung
- MD
- Park Minkyu, Choi Ree
![Exhibition [The House of Beauty Scientists] 's work list thumbnail](https://cdn-design.amorepacific.com/contents/2024/08/02172154/24_88_list_thumb.jpg)
