Amore Pacific factory tour concept receives award

By Simon Pitman

- Last updated on GMT

Amore Pacific factory tour concept receives award

Related tags South korea

The US team behind Amore Pacific’s groundbreaking factory tour concept has received the Themed Entertainment Association award for Outstanding Corporate Branding.

The Story Garden By AmorePacific was created by California-based design agency BRC Imagination Arts, which is focused on creating experiences that help turn brands into destinations.

The Story Garden at Amor Pacific’s Beauty Campus in Gyeonggi-do, in South Korea, was opened in September 2013 with the aim of reinventing the concept of the factory tour by immersing visitors in a tour that conveys a deeper connection to the company’s beauty products and philosophy.

Promoting the Amore Pacific story

The Story Garden aims to also give a sense of the company’s origin and history, from its origins in a humble household kitchen through to its evolution into a symbol of opportunity for post-war generations of women in South Korea.

The concept was created around a 10,000 square foot multi-level Story Garden that is surrounded by a botanical garden and greenhouse, which all serves to underline the company’s connection to natural and plant-based formulations.

Throughout the visit to the premises, visitors are encouraged by the surroundings to make the connection to the company’s deep-rooted association with nature, while individual rooms help to depict the company’s specific core values, in turn making a closer connection with the brand.

The  brand’s cultural and historical significance in Asia

“The Story Garden was a labor of love and an invigorating challenge for our team,”​ said Christian Lachel, executive creative director and vice president at BRC Imagination Arts.

Amore Pacific is one of the most prominent brands in the South Korean retail landscape, but in more recent years has been built into an Asia-wide business that has seen it established as a major cosmetics player, particularly in both China and Japan.

“Our opportunity was to bring the company’s values and history to life in an emotionally evocative and universally accessible way. The result is a deeply touching experience that honors the company’s legacy,”​ Lachel added.

In the year since the Story Garden was opened, it has also received a number of other awards, including an International Design Award for Interior Design, together with an Environment’s Finalist Award at the International Design Excellence Awards.

Related topics Packaging & Design

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