What’s My ‘Real’ Hashtag?

Centered on this hashtag, let me introduce three keywords that reveal who I am in work and in everyday life: #House of New Beauty, expressing the newly renewed AMORE YONGSAN; #Retail Design, reflecting the philosophy of a spatial designer whose work is completed through the customer experience; and #Inner Axis, the standard by which I stay true to myself. With these three keywords, I begin the story of Juyeon Oh, spatial designer on the Restore Business Team.

The Beginning of #House of New Beauty, Rooted in Amorepacific's Vision

For the AMORE YONGSAN project, the goal was to bring the concept of 'House of New Beauty' to life in the space, grounded in Amorepacific's vision of 'Create New Beauty'. I wanted it to be not merely a space for selling products, but a place in which a brand's world, its technology, and the customer experience flow together as one. Each brand has its own identity, but what mattered most was connecting them so that customers could naturally sense the direction and sensibility unique to Amorepacific throughout the space. I wanted to convey not only the flow in which brands and customers come closer to create new experiences, but also the direction each brand hopes to move toward.

As I often say, "A space is completed through the customer's experience." I wanted the philosophy and technology each brand carries to come through naturally within the space. Rather than a space that simply displays, I worked to create one where customers can fully experience and engage with each of Amorepacific's brands.

(Read the AMORE YONGSAN Design Story)

The Moment Spatial Design Is Complete: #Retail Design

For me, spatial design is complete at 'the moment the lights come on.' The interior may look like the final stage of a project, but in reality, it's finished only when every element is connected: layout, circulation, display, and lighting. That's why I find myself thinking it through until the very last moment. Working on the AMORE YONGSAN renewal, what mattered most to me was creating something closer to an experience customers could feel directly, rather than a space that merely displays. I see spatial design as going beyond simply making something beautiful; it's about designing how a brand wishes to be remembered and the sensations and emotions a customer carries as they move through the space.

So I keep thinking through every small detail within the space: the atmosphere a customer feels when they first walk in, the moment they touch a product, the warmth of the lighting, the direction of their gaze. All of it is part of the brand experience. After opening, I feel most rewarded when I see customers linger naturally, move comfortably, and engage with products. The moment people experience a space naturally within the intended flow, it finally feels complete and alive.

The Standard for Staying True to Myself: #InnerAxis

These days, with information endless and change moving fast, it's easy to feel thrown off course. So I deliberately try to build a center within myself: less a rule than a standard for moving steadily forward in my own direction, not at someone else's pace. I've been playing chess as a hobby recently, and I find that reading an opponent's momentum and building a strategy mirrors a lot of how I work. Rather than rushing toward a result, it's about reading the flow one move at a time and building from there. Through that process, I've come to feel that deciding what not to do matters more than deciding what to add. The same is true of a space: it's less about adding more and more about keeping only what's essential. And within that process, what's ultimately needed is the strength to trust your own direction and carry it through to the end.

MINI INTERVIEW

Juyeon Oh’s Recruitment Tip

For anyone dreaming of a career in this field, what I most want to share is that curiosity about space and the attitude you bring to it matter more than any impressive credentials. A space is not completed on a 2D blueprint; it is the environment in which we actually live and experience the world. That's why I believe how deeply you observe and understand your surroundings matters more than what you study. Noticing things such as a single circulation path, the direction of light, or how people behave is what gradually broadens your eye for space. Something else that matters just as much is the passion and persistence to see every detail through. Spatial design isn't something completed with a single idea; it's closer to a continuous process of navigating among countless opinions and real-world constraints, always weighing options and making calls. The strength to carry that process through to the end comes, I believe, from trusting your own sensibility and your own standard.