Amorepacific HQ signage by Sascha Lobe wins Wallpaper* Design Award

Amorepacific HQ signage by Sascha Lobe
Clockwise from top left, navigation is via pictogram, showing the building orientated against the city, the mountains, park and river; the company’s founding date is set in stone, along with opening dates of the former HQ and the new building; the internal courtyard is revealed through voids in the façade; mirrored signage is a nod to the beauty product aesthetic. Photography: Nathing Studio
(Image credit: Nathing Studio)

Korean beauty brand Amorepacific has a monumental new HQ in Seoul’s Yongsan district.

Designed by David Chipperfield Architects, the glazed cube is punctuated by voids that reveal an internal courtyard. As well as offices, a restaurant, a library and more, it houses the Amorepacific Museum of Art. Chipperfield’s geometric precision set the template for the wayfinding graphics, by Sascha Lobe, a Pentagram partner since June. Lobe’s graphic interface with architecture (and his work on this project) began at L2M3, the Stuttgart studio he co-founded in 1999 and which worked on cultural institutions including Chipperfield’s Kunsthaus Zürich extension. ‘I try to find the right solution for every architecture, brand and function,’ he says.

In Seoul, the award-winning signage, that just won Best Way to Go in the Wallpaper* Design Awards, was shaped by architecture and context. ‘A cube is a challenge for orientation because the symmetry of the building prevails,’ he says. ‘Our solution was to link the building’s wings with its spatial context.’ The four distinct views from within – the Namsan Mountain, Yongsan Park, the Seoul skyline and the Hangang River – create a matrix to orient visitors, rendered as a sparse, elegant pictogram.

Elsewhere, mirrored signage references the beauty industry, with glossy surfaces and a pared-back stencil typeface. Attention to detail is key, with text rendered by laser-cutting and on LED screens, all evoking the stripped-back façade and graphical simplicity of the building. §

As originally featured in the February 2019 issue of Wallpaper* (W*239)


For more information, visit the Amorepacific website and the Pentagram website

Jonathan Bell has written for Wallpaper* magazine since 1999, covering everything from architecture and transport design to books, tech and graphic design. He is now the magazine’s Transport and Technology Editor. Jonathan has written and edited 15 books, including Concept Car Design, 21st Century House, and The New Modern House. He is also the host of Wallpaper’s first podcast.