Amore Seongsu turns its store into an escape room

FADING · momentum 76 · since 2026-07-29

Amorepacific turned the second floor of its flagship Amore Seongsu into a whodunit escape-room stage. In a fictional beauty survival-show finale, the winner collapses and players hunt for clues among the suspects, stretching a shopping space into a play space.

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Editor's note

Set the flagship's goal as dwell time, not sales. Wrap a game narrative around the space and every product shelf becomes a clue, visitors end up combing every corner of the store on their own.

How to do it

1. Flip the store paths customers skip into clue spots for a game
2. Build one storyline that connects to the brand's world (beauty survival, a lab)
3. Run it by reservation to create scarcity, and let review content book the next slots