Amorepacific launches its “third era” headquarters in Yongsan

By Natasha Spencer

- Last updated on GMT

Amorepacific launches its “third era” headquarters in Yongsan
The South Korean beauty and cosmetics giant has finished its newly-established build, complete with a new hall of beauty and roof garden.

Hailed as its “third era”​, the newly-created headquarter has been built at the same location as its first and second era in 1956 and 1976, respectively.

Amorepacific has constructed its new home in keeping with its strategic ideal to achieve the visions of a “great company that changes the world with beauty”.

A modern upgrade

The build, which started in August 2014 and was finalised in October 2017, contains seven underground stories and 22 stories above ground, spanning over a gross area of 188,902.07m².

The building itself boasts three gardens within the building, situated on the 5th, 11th and 17th floors. As it hopes to develop its brand as one that is deeply connected with nature, it aims to allow some 7000 employees to “breathe closely with nature and communicate and rest comfortably with the change of seasons”.

Forward-thinking features

Located in Hangangdae-ro 100, Yongsan-gu, Seoul, the venue houses a ‘hall of beauty’ with the concept of a white porcelain moon-shaped pot that represents Korean beauty.

As part of its conceptualisation, it also emphasised the importance of a communal cultural atrium for “communication with the local community to fulfil its responsibility as a corporate citizen”,​ the company stated in its recent press release.

Commenting on the upgraded design, Suh Gyungbae, CEO and Chairman of Amorepacific Group, enthused: “The beautiful dream that began in Yongsan in 1956 has created the current Amorepacific and we are now communicating with the world.”

“We will create new beautiful dreams embracing Korean beauty at Amorepacific’s new headquarters which will become the hall of beauty that changes the world into a more beautiful place.”

Laying the design work

Amorepacific’s new home was designed by prestigious British architect, David Chipperfield. The renowned creator was “inspired by the refined beauty of white porcelain moon-shaped pot that conveys comfortable and rich feelings without glamorous techniques, and designed the new headquarters of Amorepacific into one big moon-shaped pot with an elegant and simple shape”,​ the press release stated.

Features of Korean traditional houses, such as gardens similar to Hanok gardens, were also “reflected in several parts of the building with modern interpretations to create a building that contains Korean beauty in a city surrounded by concrete jungle”.

The household beauty name also draws upon the creativity and innovation of Korea’s young architects. Together the group brainstormed ideas for the headquarters’ external surroundings “to contribute to the development of the architecture culture in Korea”.

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