Seongsu-dong is one of Seoul’s most vibrant destinations for both customers and brands. At the heart of the neighborhood stands Amore Seongsu, the flagship store of global beauty powerhouse Amorepacific. Preserving architectural elements such as the structure, floors and walls of the original automobile repair shop it once was, this unique space invites visitors to explore an immersive, hands-on journey toward discovering “beauty that is uniquely yours.”
Designed with the customer experience in mind, Amore Seongsu seamlessly incorporates a range of Samsung Electronics products into the space. Alongside lifestyle TVs such as The Serif and The Sero as well as Smart Monitors, the store recently introduced Samsung’s Color E-paper. The addition marks a meaningful step toward sustainable transformation through digital innovation — while remaining true to the store’s core philosophy of effortless authenticity.
▲ (From left) Tae-hyun Kim, Senior Manager and Jeongsik Shin, Assistant Manager of the Restore Business Team at Amorepacific Creative Center, are enhancing store operations by introducing Samsung Color E-Paper to the flagship store.
Samsung Newsroom spoke with Tae-hyun Kim, Senior Manager and Jeongsik Shin, Assistant Manager — both part of the Restore Business Team at Amorepacific Creative Center — about how Color E-Paper was integrated into the store and how visitors have responded.
Flexible Placement: Allowing for Seamless Digital Integration
When visitor enter Amore Seongsu, the first space they encounter is the reception area — where Color E-Paper displays the store layout and event information.
▲ Visitors are welcomed by Samsung Color E-Paper at Amore Seongsu, one of Seoul’s trendiest spots.
“Color E-Paper was the first thing I sought when I walked into 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.”
Another Color E-Paper is installed in the merchandising zone, suspended elegantly from the ceiling like an art piece. As visitors conclude their immersive journey through the store, the display elegantly complements the product presentation.
▲ Samsung Color E-Paper suspended from the ceiling in the merchandising zone at Amore Seongsu.
Weighing just 2.5 kg including its cordless, rechargeable battery, Color E-Paper is lightweight and easy to install in various formats — hanging, standing or wall-mounted1 — without the need for additional mounts. This versatility allows retail managers to easily adapt to the frequent changes characteristic of pop-up retail spaces.
“Amore Seongsu is a space where the concept of beauty is reinterpreted through visual storytelling and thematic experiences, allowing visitors to immerse themselves in a journey to discover a beauty that reflects the self,” said Kim. “Although Samsung Color E-Paper is a digital device, its slim, cable-free design and light weight enables us to easily install it anywhere without worrying about changing the visual language of the existing environment.”
▲ (Left photo, from left) Alena Zhang, Hefziba Mancilla Plaza and Abigaël Mihalache appreciate how Samsung Color E-Paper’s sleek design naturally blends into the store interior.
Visitors seem to notice the alignment between space and design. “What stood out to me [about Amore Seongsu] was how the preserved structure of the old building and the central garden create a unique atmosphere that enhances the products display,” said Abigaël Mihalache, a customer from France. “Color E-Paper blends in and draws attention to the products while supporting the brand’s story.”
Streamlined Operations: A Smarter Way To Manage Retail Spaces
Beyond its versatile installation options, Samsung Color E-Paper offers another key advantage — the ability to adapt content to suit the space and context.
At Amore Seongsu, monthly themed exhibitions and brand pop-ups mean frequent content updates. In the past, replacing and reinstalling printed materials required significant time and cost. With Color E-Paper, staff members can now update and apply content changes quickly and easily using a dedicated mobile app. The app also supports a playlist feature, enabling multiple pieces of content to be displayed and rotated in sequence, further improving space utility and operational efficiency.
▲ Kim highlights how easy content updates have opened up new possibilities for store operations.
“When we used posters or brochures, we couldn’t make modifications once they were printed. The process of ordering, receiving and installing them was also cumbersome,” said Shin. “Content management is significantly faster and more efficient with Color E-Paper since everything is handled through a single app.”
“In a faced-paced environment where information constantly changes, we needed a visual medium that could communicate effectively without overwhelming the space,” Kim added. “Most backlit displays end up feeling harsh in our store. They are too bright and end up clashing with our calm ambiance. Color E-Paper, on the other hand, integrates naturally and offers a more refined, less intrusive presentation. That subtlety was especially appealing.”
The Vision: A Step Towards Sustainable Beauty
Color E-Paper is unlocking new possibilities for next-generation digital signage — delivering both immersion and convenience while reducing the need for paper and ink and, at the same time, using significantly less energy than conventional digital signage.
▲ Shin values the sustainability aspect of Samsung Color E-Paper.
By providing a soft, paper-like display, Color E-Paper resonates with Amorepacific’s philosophy of embracing natural, self-reflective beauty. Unlike typical backlit displays, this innovative product uses a printing-like technology paired with Samsung’s proprietary Color Imaging Algorithm technology to deliver vibrant colors and sharp images.
“We put a lot of care into ensuring that our visual materials accurately reflect the real colors and textures of our products,” said Shin. “Samsung Color E-Paper‘s subtle, natural colors allow us to maintain that consistency without overstatement.”
▲ A visitor examines how Samsung Color E-Paper naturally reflects the colors of the products.
Additionally, Color E-Paper consumes just 0.00 watts2 when displaying static content, enabling energy-efficient operation, even in spaces where content changes frequently
“The fact that Color E-Paper offers a sustainable alternative to paper makes it even more meaningful,” Kim added. “It aligns with Amorepacific’s philosophy of not only conveying external beauty but also reflecting on intrinsic values.”
Brands tell their stories through physical space and customers connect with those stories through experiences. Samsung Color E-Paper is bridging experience and meaning, driving transformation with technology that blends seamlessly into virtually any environment.
1 Accessories including stand and wall-mount sold separately.
2 According to International Electrotechnical Commission (IEC) 62301 standards, power consumption under 0.005 watts is displayed as 0.00 watts.
