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BRC Imagination Arts News: Story Garden by AmorePacific Wins Thea Award


BRC Imagination Arts, an experience design agency that turns brands into destinations, has won a Thea award for The Story Garden by AmorePacific.

The Themed Entertainment Association’s Thea Awards recognise creative excellence in themed entertainment. The Story Garden at the AmorePacific Beauty Campus in Gyeonggi-do, South Korea, has been honoured in the category of Award for Outstanding Achievement,  Corporate Brand-Land.

BRC Imagination Arts Wins Thea Award for the Story Garden by AmorePacific

The roots of AmorePacific can be traced back to 1932 when the mother of the company’s founder, Mr. Suh Seong-hwan, established the Changseong Store producing and selling camellia oil and other cosmetics.  AmorePacific, the “Asian Beauty Creator”, has grown to be one of world’s most successful skincare companies, pioneering the use of Asian Botanicals to create luxurious skincare products, with a corporate commitment to natural plant-based ingredients, sustainability, rigorous scientific integrity and deeply-held social values.

AmorePacific’s new visitor centre, The Story Garden, has redefined the format of the factory tour since opening in September 2013.  The 10, 000 square foot multilevel space is situated in a lush botanical garden and greenhouse at AmorePacific 2.25 million square foot Beauty Campus.  

BRC Imagination Arts Wins Thea Award for the Story Garden by AmorePacific

Created and produced by BRC Imagination Arts, the interactive multimedia experience tells the emotionally uplifting story of AmorePacific, appealing to the senses using exhibits, immersive media, art installations, contemplative spaces and original music.

The Story Garden experience was initially created for beauty partners and employees but it has become so popular that it runs six days a week and there are a limited number of tours for members of the public.

BRC Imagination Arts has created brand experience and tours for the world’s top brands and companies including Volkswagen, Heineken, China Mobile, Abbey Road Studios, Korean Airlines and General Motors.  Christian Lachel, Executive Creative Director and Vice President at BRC Imagination Arts, says that, “The Story Garden was a labor of love and an invigorating challenge for our team.  The AmorePacific brand holds tremendous cultural and historical significance in South Korea, but it also appeals to people in China, Japan and other parts of the world. Our opportunity was to bring the company’s values and history to life in an emotionally evocative and universally accessible way. The result is a deeply touching experience that honors the company’s legacy. We hope it will inspire visitors for years to come.”

The Story Garden project has received other prestigious awards including a Bronze International Design Award for Interior Design including Conceptual Design; an Environments Finalist award from the International Design Excellence Awards (IDEA) and the Silver SPARK Design Award for Experience Design.

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