Corporate Mission Manifested Through Design


Amorepacific is one of the world’s largest cosmetic conglomerates, with brands such as Etude House, Innisfree and Laneige in its portfolio. It’s new corporate headquarters in Seoul, South Korea, was designed to reflect Amorepacific’s corporate mission, the building’s architecture and the natural landscape surrounding it.


  • Mirrored surfaces that pay homage to Amorepacific’s connection to the world of makeup and beauty
  • Reflecting the building’s geometry, the team devised a matrix that uses Hangul-inspired pictograms to orientate visitors
  • The building’s wings are named ‘river,’ ‘mountain,’ ‘park,’ and ‘city’ to reflect its surrounding landscape – the River Han, the Namsan Mountain, Yongsan Park and downtown Seoul respectively


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