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SPA ATTRACTION


Guests can upload photos of themselves to create their own AmorePacifi c beauty campaign THAT’S AMORE Korean skincare company AmorePacifi c has won an award for transforming


its factory tour into an attraction in its own right. Jason Holland fi nds out how the Story Garden visitor centre creates a lasting connection with visitors


I


t all began in a quiet street in Amsterdam with an unusually excited group of young people. Curious, AmorePacific CEO Suh Kyung-Bae decided to follow them. From the way they were behaving he thought they


must be on their way to see something really special. The group eventually turned toward what looked like a factory and Suh found himself outside the Heineken Experience, the Dutch brewing company’s visitor centre. He decided to see what all the fuss was about. Walking around the attraction and


observing the reactions of that group as well as other visitors, he noticed that he was connecting with the Heineken story in a powerful way. And so an idea was born. Established in 1945 with a clear aim to


present its unique perception of beauty – Asian beauty – to the world, AmorePacific had an engaging story to tell. Suh knew it now needed its own visitor centre to connect with people in the same way that he’d experienced in Amsterdam. The result is Story Garden by


AmorePacific, a 10,000sq ft (929sq m) attraction that charts the company’s


76 spabusiness.com issue 2 2015 ©CYBERTREK 2015


AmorePacifi c CEO Suh wants visitors to connect with the skincare brand


70-year attempt to “find true beauty” and which has also now found wider acclaim by winning an attractions industry award. In bestowing an Outstanding


Achievement accolade at its annual awards, the Themed Entertainment Association (TEA) said that Story Garden “elevates the experience of a brand visitor centre to the highest artistic and emotional standard – a stunning new standard for Asia and the world”.


Story-driven connection As soon as Suh had completed his unexpected education on beer, he took the first step in bringing his idea to fruition by asking the front desk who had created such an immersive experience. Soon after, a call was made to design firm BRC Imagination Arts and the brief to create a story-driven visitor centre and tour in South Korea was handed over. It was the first time BRC had ever


worked with a skincare company. “We had to understand the brand particulars: the deep thought that goes into every design decision, every choice of material, the packaging and the quality of the natural ingredients that are pure botanicals found only in specific locations across Asia,” explains Christian Lachel, executive creative director & vice president at BRC. Suh wanted Story Garden visitors to


come away with a sense of the heritage, story and values of AmorePacific, and to feel connected to the brand. This would be achieved through a series of sensory experiences, including exhibits, immersive media, interpretive art installations and contemplative spaces that engage the senses, according to Lachel.


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