2022.10.25
Amorepacific recreates the beauty of the 1980s through its pop-up exhibition ‘Yuhaenghwajang’
‘Yuhaenghwajang (synonymous with ‘contemporary makeup’)’, a pop-up exhibition orchestrated by Amorepacific Creative Center will be held at ‘story A’ in Hannam-dong until November 20th.
Unveiled for the first time in July of this year, ‘Yuhaenghwajang’ is a multimedia project that compiles Amorepacific’s 77 years of history in the cosmetics industry. In particular, this exhibition reveals the beauty of the era with the message of 'Live, Love,' giving the visitors a chance to personally experience the radiance of 1980s life through an extensive range of content.
‘Yuhaenghwajang’ recreates the look of the 1980s across six distinct zones, each featuring objects from that era. Start the journey by walking into the "vanity" where you can try on the makeup of the 1980s, followed by the “closet” where you can style yourself with the fashion of the era, the “study” decorated with products and magazines published by Amorepacific, then the “projection room” and the “reception room,” which showcase vintage commercials and promotional films from the past. End with a visit to the "goods shop," where visitors are going to feel as if they have jumped back in time. The Shop in particular features a wide selection of handcrafted items, such as the beauty curation book, as well as a limited edition collaboration goods with the retro brand ‘ahmugae_c’.
“This exhibition gives the audience a chance to take a peek at the everyday lives of women of the 1980s. We hope visitors leave the exhibition feeling filled with the passion and delight of the past,” remarked Heo Jungwon , Head of Creative Center at Amorepacific, who was in charge of coordinating the exhibition.
Book now on Naver.com to see this free exhibition. More details available on the exhibition’s official Instagram account @yuhaenghwajang.
Unveiled for the first time in July of this year, ‘Yuhaenghwajang’ is a multimedia project that compiles Amorepacific’s 77 years of history in the cosmetics industry. In particular, this exhibition reveals the beauty of the era with the message of 'Live, Love,' giving the visitors a chance to personally experience the radiance of 1980s life through an extensive range of content.
‘Yuhaenghwajang’ recreates the look of the 1980s across six distinct zones, each featuring objects from that era. Start the journey by walking into the "vanity" where you can try on the makeup of the 1980s, followed by the “closet” where you can style yourself with the fashion of the era, the “study” decorated with products and magazines published by Amorepacific, then the “projection room” and the “reception room,” which showcase vintage commercials and promotional films from the past. End with a visit to the "goods shop," where visitors are going to feel as if they have jumped back in time. The Shop in particular features a wide selection of handcrafted items, such as the beauty curation book
“This exhibition gives the audience a chance to take a peek at the everyday lives of women of the 1980s. We hope visitors leave the exhibition feeling filled with the passion and delight of the past,” remarked Heo Jungwon , Head of Creative Center at Amorepacific, who was in charge of coordinating the exhibition.
Book now on Naver.com to see this free exhibition. More details available on the exhibition’s official Instagram account @yuhaenghwajang.
[Exhibition Details]
- Dates: October 7th, 2022 (Friday) - November 20th, 2022 (Sunday), closed every Monday- Hours: 11:00~19:00 (30-minute reservations only)
* 1-hour reservation every Friday 18:00 during make-up shows
- Address: Story A (Basement Floor, 8, Itaewon-ro 45-gil, Yongsan-gu, Seoul, Republic of Korea)
- Price: Free
- Reservation: Naver Reservation ( https://naver.me/FEdRn9O5 )
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