What’s My ‘Real’ Hashtag?
#FromBlankToBeautiful

I work in Sulwhasoo’s BD team, handling interior design and bringing the brand’s sentiment to life in visible spaces. Since I’m creating the space where customers ‘first directly encounter’ the brand, I think carefully about spaces that naturally convey Sulwhasoo’s unique aesthetic and philosophy, not just simple structures.

In that sense, the ‘real’ hashtag that best represents me is #FromBlankToBeautiful. I think it perfectly captures who I am now—starting from a blank canvas and completing beauty that remains in someone’s senses.

Today, I’d like to unpack the work and daily life contained within this hashtag through four keywords: #Sulwhasoo House, which translates the brand’s aesthetic into space; #Sketchbook, which helps organize the direction of my thoughts; #Wired Earphones, the routine that sets my emotional tone before work; and #Perfume, which organizes the density of my senses. Let me introduce you to the tastes and style that make up who Yeonghoe Cha is.

The Language of Space #Sulwhasoo House

I believe a space designer’s role extends beyond simply drawing blueprints—it’s about designing an environment that allows customers to naturally connect with the brand’s emotions and story during their time spent there. Previously, I developed my sense of spaces where people dwell through various architectural design projects, and then joined Amorepacific as an experienced hire. Now I’m immersed in infusing Sulwhasoo’s philosophy into spaces, drawing on the insights I’ve accumulated over time.

The first project I undertook after joining Amorepacific was the renovation of a Sulwhasoo store located in Jeonju. This store, which newly opened this year, is characterized by reflecting the brand philosophy and aesthetic that originated from #Sulwhasoo House in Bukchon. I planned it so that it could establish itself as a daily touchpoint where customers can experience and empathize with the brand’s values, going beyond a simple purchasing space. I still remember carefully considering how Sulwhasoo’s unique identity and design language could naturally permeate every structure, material, and lighting element.

The Perspective of Thought #Sketchbook

On weekends, I deliberately visit spaces filled with people. As I quietly observe the expressions and movements of those coming and going, my mind somehow becomes organized, and new ideas sometimes emerge. The scenes that come to mind during these moments, I quietly transfer to my #Sketchbook through drawing. The records accumulated this way become inspiration and serve as starting points for design.

As a space designer, I believe the most important thing is ensuring that the brand’s sentiment resonates with customers’ emotions through the space.

The sense of fulfillment I feel when a single small line that started as a sketch is implemented as store design and leads to reactions from people who visit that space is truly immense. That’s the biggest reason I continue to love this work.

Emotional Warm-up #Wired Earphones

When traveling long distances or when concentration is needed, I always listen to music through #Wired Earphones. The texture of the cord wrapped around my hands or the small actions of untangling tangled wires all become one rhythm, serving as my personal ‘starting signal.’ Especially when designing, since emotional nuances are delicately reflected, I need time to organize my inner sensitivity. I choose playlists that match the day’s mood or the space’s atmosphere, and enhance my concentration and sensitivity according to the music’s flow. Setting the direction of my senses through the analog medium of wired earphones—that’s my warm-up routine.

Awakening the Senses #Perfume

The item I’m most interested in these days is definitely #Perfume. I think fragrance isn’t just a pleasant scent—it has the power to connect memory and emotion and even change a space’s atmosphere. While it might be an element that imprints me on someone else, for me it feels like a sensory language that fine-tunes my inner sensitivity. I sometimes change fragrances according to the day’s situation or mood, and I also try layering multiple fragrances by combining them in a way that suits me. As a space designer who deals with ‘mood,’ fragrance serves as both another form of daily sensory training and a medium for inspiration.

Yeonghoe Cha’s Recruitment Tip

When preparing for spatial design work, a major in interior design or a related field, such as branding, will undoubtedly be helpful. But I think what’s more important is having the sensitivity to feel interested in the emotions contained in spaces and their changes. In practical work, proficiency with 2D and 3D design tools is also essential. Therefore, during your academic period, I hope you don’t just stop at learning tools, but practice using them freely, just as you would with your language.

Additionally, if you have a clear idea about the brand or role you want to work for, I recommend establishing direct contact points even before joining the company. During my university days, I participated in innisfree’s marketing talent development program called ‘Green Us.’ For about five months, I attended training sessions led by working professionals and participated in beauty camps, where I proposed new marketing ideas, allowing me to gain a deeper understanding of the brand. Through that process, communicating closely with working professionals, I developed an eye for viewing brands three-dimensionally, and my affection for the company Amorepacific naturally grew. While everyone’s journey is different, I hope my experience can offer some guidance to those finding their way.