SPA ATTRACTION
A customised,
engraved lipstick and photo of the visitor in a company ad are given as souvenirs
This is more than just a story about a skincare company. This is a story about Korea, a story about empowerment of women and their ability to have jobs
multi-projector blended immersive media experience that surrounds the audience on three sides,” enthuses Lachel. “Finally, the front wall lifts, revealing the humble country kitchen of the company’s founder where nearly 70 years ago he watched his mother ‘cook’ skincare products on the home stove, providing the inspiration behind AmorePacific.” Another sequence, The Gift of
Nature, highlights the main Asian ingredients of AmorePacific products: camellia seeds, green tea, red ginseng and bamboo. “Guests look out over the factory floor and learn about the beauty products being produced that day,” explains Lachel. The tour ends with Beauty Transforms
Our World, a large-scale immersive multimedia experience that integrates elements of projection mapping and aims to let visitors become part of the story. “Photographs they uploaded earlier in their journey appear among the final images, creating an additional grace note to a colourful, engaging and emotional experience that connects the heart of every guest with the heart of AmorePacific,” says Lachel.
Brand benefits It’s this emotional impact that Lachel is most proud of. “A testament of great design is that people come away feeling inspired and enlightened, feeling that they can make a difference in the world. Story Garden does that,” he says.
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spabusiness.com issue 2 2015 ©CYBERTREK 2015 As well as winning the TEA
award, success has been measured by the tangible impact Story Garden has had on people who have taken the tour. “Visitors – especially our
Ingredients used in the skincare are on display The AmorePacific story encompasses
themes such as love, the importance of making people smile, giving those in rough conditions a sense of beauty and the impact of war. “This is more than just a story about a skincare company. This is a story about Korea, a story about the empowerment of women and their ability to have jobs,” says Lachel. “Founder Suh was a pioneer. His son has now grown his father’s vision into an amazing company that’s taking those same values worldwide.” At the end of the experience, visitors
receive a personalised gift bag with a custom lipstick as a souvenir of the brand connection they have hopefully made. “We wanted to create a personalised
piece for each visitor in a way that feels organic and worthy of AmorePacific,” says Lachel. “When visitors first come in, they enter their personal responses on a hand- held device. This allows them to have a custom experience throughout their journey, culminating in their appearance in the film at the end.”
international visitors – are amazed by the 70-year history,” AmorePacific states. “They appreciate the interactive experiences, where they can touch, feel, smell, see and create the Asian beauty vision.”
As the number of luxury brands
continues to grow around the world, Lachel believes there is an opportunity for other skincare companies to create an experience similar to Story Garden. “There’s a lot of ritual, mythology and storytelling that goes into building luxury brands. There’s an all-new market, especially in Asia, for these types of experiences,” he says. “People care more when they understand the story, when they can participate in it.” Perhaps someday in the future another
curious CEO will stumble across excited faces in South Korea and decide to see where they are going and a new storytelling journey might begin. l
Jason Holland is the product editor for Spa Business Email: jasonholland@
spabusiness.com Tel: +44 1462 471922
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