Seoul Design 2023 AMOREPACIFIC X University of Seoul
서울디자인 2023 아모레퍼시픽 X 서울시립대학교
LABO-HOct 24, 2023
Summary
Under the theme of ‘A Worthy Companion’, the exhibition space and video were designed to look at ESG from an integrated perspective and propose a special brush developed based on an exploration of the act of hair washing. The Amorepacific X Seoul National University ‘amoredo’ team was selected as the best team in the Corporate + Young Designer category at Seoul Design 2023.
Concept
To arrive at the final eight special brushes, the young designers conducted extensive research and experimentation, considering the daily lives of a diverse range of users—from those with physical difficulties that make it hard to wash hair thoroughly, to young children still unaccustomed to water and shampoo.
This experimental spirit, aimed at creating a hair-washing brush that anyone could use with ease and enjoyment, mirrors the dedication that propelled our own brand, LABO-H, to the top of the scalp care market.
This exhibition connected LABO-H with these young designers through the shared keyword of ‘experimentation,’ creating a kitschy and playful mood. The entire design journey was presented under the witty theme of the ‘Genius Designer’s Shampoo Brush Research Lab.’
Reflecting the visitor flow along the DDP’s circular path, the exhibition was divided into three main sections:
#1 Video
Visitors first encountered the project video, ‘On the Intriguing Act of Hair Washing,’ which provided insight
into the designers’ creative vision, the product development story, and the exhibition’s overall concept.
#2 Prototypes
A central table displayed the young designers’ process, from initial sketches reflecting their ideation
to the intermediate mock-ups that led to the final brush designs. Short video clips demonstrating the use
of each tool were displayed alongside them, allowing visitors to virtually experience all eight brushes.
#3 Hands-on Experience
The final section was a bathroom-themed interactive space where visitors could freely touch and use the
finished brushes, which were made from soft, flexible materials. They could test a
large wall-mounted brush in a mock shower stall or try out the various other brushes displayed on a sink.
In line with the exhibition’s overarching ‘ESG’ theme, our planning was guided by the core principle of
minimizing waste from single-use, short-term exhibition materials.
The selection of reusable profile tables for the product display was a key decision that not only
expressed our design concept but also reflected our commitment to environmental sustainability.
For other staging elements, we borrowed unused equipment from the
Amorepacific Research Institute and repurposed items from past exhibitions, refurbishing them to fit the new concept.
We also incorporated several features to ensure the exhibition was accessible to all visitors.
To accommodate wheelchair users, we maintained clear pathways of over 1,200mm
in width and eliminated all thresholds for smooth, barrier-free access.
Furthermore, for visitors who might have difficulty physically testing the products,
we created a multi-sensory alternative by pairing detailed product videos with complementary ASMR tracks.
We created individual short video clips demonstrating how to use each of the eight shampoo brushes. These videos served multiple purposes: they allowed visitors who could not physically test the brushes to virtually experience how they function, and they showcased the playful movements of the tools in action, helping to present a potentially serious topic in a joyful atmosphere.
This overall exhibition experience, with its unconventional brush designs and dynamic videos playing on multiple screens, was designed to encourage visitors to engage with themes related to vulnerable social groups in a more approachable and friendly manner.
Prototype Table
Tool Experience Zone
A storytelling video that elevates the project’s sincere purpose into a joyful experience.
“About the Fun of Washing Your Hair”
How wonderful would it be if we could all wash our hair easily and with joy?
Hair washing is a daily ritual, performed by people regardless of race, nationality, or generation.
For some, this act involves helping a family member or receiving assistance themselves.
And at some point in our lives, we may all experience physical limitations that make it difficult.
This is where the role and responsibility of a designer, from an ESG perspective, becomes crucial.
This is the story of four young designers who took on the challenge of developing tools to make this essential daily act enjoyable for everyone.
