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Sulwhasoo Flagship Store

Printed Ephemera

Project for newly launched flagship store of Amore Pacific’s brand, Sulwhasoo, in Seoul, Chungdam. The flagship store allows viewers to experience first-hand Sulwhasoo’s brand philosophy and its identity through a spa service, along with providing them with its brand tradition and history through an exhibition.
Work created for this project includes all printed materials, editorial design and graphic design used for, and in the flagship store, and was created in collaboration with Amore Pacific’s design team.


‘Lantern’ is the architectural design concept of the store with which we took advantage of to form a design motif out of it.
This design motif that derived from the concept of a Korean traditional ‘lantern’ hopes to emphasize the intention to ‘illuminate the beauty’ throughout, as if a lantern gleams in the dark.






Executive project direction:
- Eunjung Lee (Amore Pacific)

Project direction:
- Yumi Yeo (Amore Pacific)

Project coordination:
- Yumi Yeo (Amore Pacific)

Art directiron:
- Woogyung Geel (studio fnt)

Design application:
- Woogyung Geel (studio fnt)
- Hyehyun Yi (studio fnt)
- Hyungwon Cho (studio fnt)
- Minjung Kim (studio fnt)

Editorial Design:
- Hyehyun Yi (studio fnt)
- Hyungwon Cho (studio fnt)

Photography:
- Jaemin Lee (studio fnt)
- Woogyung Geel (studio fnt)

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