Unravelling Beauty

COMMERCIAL

AMOREPACIFIC HQ

SEOUL, SOUTH KOREA

A3 Retail Group

Bringing the brand storytelling to life across AMOREPACIFIC's headquarters.

In 2017 Amorepacific, one of the world’s largest beauty companies, opened their new headquarters in Seoul, designed by David Chipperfield Architects. As part of the team at Rosie Lee, we were assigned to develop the brand storytelling and bring this to life in across the building’s 22 floors.

A3 Retail Group

A deep-dive into their incredible heritage revealed beautiful moments, product stories and expertise, which then inspired the designs. In the Archive space, an organ-shaped perfume cabinet became the blueprint for a product display, while the innovation area recalled Amorepacific's first ever laboratory - the bathroom of the founder's home.

A3 Retail Group
Come Closer

A deep-dive into their incredible heritage revealed beautiful moments, stories and expertise, which then inspired the designs.

A3 Retail Group

Incorporating pivotal moments from the company’s history and founder Suh Sung- whan, allowed us to add warmth, emotion and homeliness to the brand's new space. For the office spaces we designed areas to inspire and connect employees to the individual brands within AmorePacific they work for.

A3 Retail Group