PHOTO – Amorepacific HQ, Image courtesy of David Chipperfield Architects
Packaging as a considerate object — the Neo Foundation by LANEIGE (Amorepacific ) x timelesscloudandco
The design team at LANEIGE and cloudandco (Seoul & Seattle -based design studio, founderYeongkyu Yoo) have come together give a new face to cosmetics design.
Amorepacific is a distinguished K-beauty brand that leads beauty, personal care and health trends with their innovative formulas. Their passion for beauty and design innovations runs deep beyond their product line, translating to the facade of their headquarters. Completed in 2017, the futuristic cube-shaped building has received numerous architecture distinctions including CTBUH Best Tall Building — 100 -199 meters, as well as Dezeen’s Tall Building of the Year.
A new intuitive skin
The objective was change. The existing product and package design was shrouded by adornments and frivolous details, shying away from the interests of its younger, core consumers. To renew the validity and youth of its design language, LANEIGE chose to collaborate with cloudandco,
Over many passing months, our combined efforts resulted in the creation of a new skin — an innovative package that pares down to our intuition, diverging from familiar design formulas set by the cosmetics industry.
A still life with a function
The Neo aesthetic was created to depart from depleted design formulas set by the cosmetics industry. Two cylindric forms coexist and merge in a way where there is no visual distinction between the lid and the case, allowing the viewers to perceive the object as a whole without boundaries.
The lid is highly functional: it has a built-in magnet that snaps pleasantly into place, and the top has a subtle curvilinear house that allows small accessories and jewelry to be stowed on top. A spherical puff to match was also designed to be placed on the lid so from afar, the object can be registered in the scene as a geometric still life. The LANEIGE Neo Foundation is available in two colorways and finishes: mint (matte) and muted coral pink (glow).
"Current cosmetics design treats packaging as an informative vessel that encases the product. In other words, design only exists as a shell to address what’s contained, and when it’s in use. Such a product experience is linear and busy, therefore inconsiderate.
The Neo line adds a dimension to this flatness by integrating the idle experience — the time beyond the usage of the product, as it sits on our vanity. It is a beautiful object that transcends its purpose, one that integrates into the scenes of everyday life."
02. CMF study and mood board. 03 Package design - Design aligns across product and packaging
Design credits
LANEIGE x cloudandco
Design strategist – Eunyong Jeon
Editor — Michelle JY Park
