One of the major challenges was to design, construct, install, integrate and open the permanent brand visitor tour to the public in 13 months while not impeding daily production. Another challenge facing the team was managing the guest flow across 3 floors and over 10,000 square feet, all while creating a multi-lingual and interactive experience that emotionally resonates with visitors of all ages. The third challenge was to connect AMOREPACIFIC’s storyline and brand values emotionally to the core audience, AP Beauty Partners and Counselors; inspiring them to share with others, AP’s beauty story, contributions and positive impact in the world.

The final design came from extensive research and collaboration rooted in AMOREPACIFIC’s belief that Asian Beauty secrets are deeply rooted in nature. Through the collaboration of AMOREPACIFIC departments: Design, R&D, Archives, and the Cultural Teams the creative process expanded into Story Research, Narrative Development, Spatial Planning, Facility Design and Requirements, Scenic, Lighting, Media, Technology Development, and Story Colour Sculpting, Material and Styling. The collaborative development team created an experience design that touched the heart of every visitor and connected them to the heart of the brand. This created the foundation and formula to build the final StoryGarden visitor experience.

Through the immersive blend of story and emotional design the StoryGarden experience effectively achieves the goal of sharing AMOREPACIFIC’s story and connecting it to the heart of the audience. The feedback to StoryGarden has been overwhelming and incredibly positive, audiences love it. The clients initially thought that the brand tour would run five days a week, but now, due to popular demand, it’s open six days a week, running multiple times a day; more than the client ever expected. This proves that it’s a brand experience that touches people’s hearts and inspires them to share AMOREPACIFIC’s story with others.