"It's not just about telling our story as a company, but also the story of the visitors..."

CEO of AMOREPACIFIC Corporation

BRC Imagination Arts TURNING BRANDS INTO DESTINATIONS™

Story Garden by AMOREPACIFIC


When the Chairman of AmorePacific decided to build a factory tour on the 2.25 million square-foot campus of Korea’s premier skin care brand, he selected BRC to reinvent the idea of a factory tour. Rather than focusing solely on the cosmetics line that had grown out of his mother’s kitchen and is now poised to be among the top 10 cosmetics companies in the world by 2020, the Chairman wanted to inspire and empower the women around the world who use these luxurious products. Collaborating with AmorePacific’s Design, R&D, Archives and Culture divisions, BRC created a theme statement: Beauty is a Gift that Can Transform Our World.  This sentiment became the thread for a unique, soft touch visitor tour that blends storytelling, art, and sensory experience, and firmly places guests in the heart of the AmorePacific story. Visitors to Story Garden pass through lush botanical gardens before entering the 10,000 square-foot building containing eight galleries, two immersive theaters, contemplative spaces, digital interactives, and personalized experiences with takeaway gifts for every visitor.

RESULTS

  • Transitioned from tours 5 days a week to multiple viewings 6 days a week.

AWARDS

  • 2013 Silver Spark Award for Experience Design

  • 2013 Bronze International Design Award for Interior Design including Conceptual Design

  • THEA Award for Outstanding Achievement 

VIDEO

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