Seongsu-dong, one of Seoul’s trendiest and most dynamic neighborhoods, is known for its creative energy and unique fusion of tradition and innovation. At its center stands Amore Seongsu, the flagship store of global beauty brand Amorepacific. Housed in a repurposed former auto repair shop, the store retains much of its original industrial charm — from exposed walls to its concrete floors — offering visitors an immersive journey into what Amorepacific calls “beauty that is uniquely yours.”
Designed with customer experience at its core, Amore Seongsu seamlessly integrates Samsung Electronics’ cutting-edge technology into its space. Alongside lifestyle TVs like The Serif and The Sero, as well as Smart Monitors, the store recently adopted Samsung’s Color E-Paper, a low-power, eco-friendly digital display. The move underscores Amorepacific’s commitment to sustainable transformation through digital innovation, while staying true to its ethos of effortless authenticity.
Samsung Newsroom sat down with Tae-hyun Kim, Senior Manager, and Jeongsik Shin, Assistant Manager — both from the Restore Business Team at the Amorepacific Creative Center — to learn how Color E-Paper was integrated into the store and how visitors have responded.
Seamless Integration: Flexible Displays for a Dynamic Space
As guests step into Amore Seongsu, they’re greeted by a clean, minimalistic reception area — where Samsung Color E-Paper displays key information such as the store layout and ongoing events.
“Color E-Paper was the first thing I looked for when I entered Amore Seongsu — to check the store map,” said Hefziba Mancilla Plaza, a Canadian intern at Amorepacific. “I actually thought it was a framed poster until someone told me it was a digital device.”
Further inside, another Color E-Paper display is suspended like an art piece in the merchandising zone, adding elegance to the overall aesthetic while guiding customers through their journey. Lightweight at just 2.5 kg (including its cordless, rechargeable battery), Color E-Paper can be easily mounted on walls, hung from ceilings, or placed standing — no additional mounting hardware required. This adaptability makes it ideal for dynamic retail environments, especially pop-up stores that frequently change layouts.
“Amore Seongsu is a space where beauty is explored through visual storytelling,” said Tae-hyun Kim. “Samsung Color E-Paper, despite being a digital display, fits right in thanks to its slim, cable-free design. It allows us to install it anywhere without disrupting the store’s aesthetic.”
Visitors have taken notice of this thoughtful blend of old and new:
“What stood out to me about Amore Seongsu was how the preserved structure of the old building and the central garden create such a unique atmosphere,” said Abigaël Mihalache, a customer from France. “Color E-Paper fits in beautifully and draws your attention to the products without being distracting — it supports the brand’s story perfectly.”
Smarter Retail Operations With Dynamic Content Control
Beyond its flexible design, Samsung Color E-Paper brings a smarter, more efficient way to manage retail content.
At Amore Seongsu, where monthly exhibitions and brand pop-ups are a regular feature, content must be updated frequently. Previously, this involved reprinting and reinstalling signage — a time-consuming and costly process. Now, staff can update content instantly using a dedicated mobile app. The app also features a playlist mode, allowing multiple pieces of content to rotate in sequence — maximizing screen utility while keeping the space fresh and engaging.
By integrating Samsung Color E-Paper into its flagship store, Amorepacific is redefining what modern retail can look like — where sustainable technology enhances storytelling, design, and efficiency without compromising authenticity.
