What is beauty?

If there is L'Oréal in the West, there is Amore in the East.' This is what I heard from an acquaintance when I was ignorant about the brand called Amore. Most brands look to domestic or international markets, regardless of East or West, but this brand, which focuses on cosmetics, is divided into East and West, where skin types are dramatically different. And seeing the division between East and West, we can guess not only that, but also about 'capital'. They see half of the world as a market. - However, I was more pleased with the role of the company through space than the flow of this market or capital. - This is Amore Pacific's headquarters connected to Sinyongsan Station. It was designed by famous architect David Chipperfield, and unlike other corporate buildings, the space from the first basement floor to the third floor above ground is open to the public. In other words, it is a space that also plays the role of a public good in the city. And that space stands at the pinnacle of art. That is why the meaning of opening it to the public is even greater. - Anyway, the moment you step into this space, you can feel the grandeur of the other world with your whole body as if you have come to another world. And the clearly visible points, lines, and surfaces allow you to accept the space as a form. And what makes that form visible is ‘material’. Chipperfield is an architect who explores materials. While embracing the language of modernity, he is also an excellent ‘storyteller’ who conveys the value and meaning of space while containing historical context, but before that, if I were to discuss Chipperfield, I would like to focus on ‘material’. - This space is made of exposed concrete. The floor is a granite plate that continues the appreciation of the concrete without spoiling it. Although the form of the space is clearly revealed through this colorless material, what is even more surprising is that it *embodies the most beautiful proportion of that material. It is not the familiar concrete finishing lines of the standard we always see. It is a proportion created by perfectly matching the tile **grout lines on the floor, the wall lines, and the ceiling. Rather than adding rhetorical expressions, I would like to convey the meaning of the word, which is the material of the writing, as ‘beautiful.’ The author is not a modernist who is obsessed with modernity, but he never ignores the basic architectural language, simplicity, and the beauty of the space that the basics create. The author, who has such a mindset, cannot help but love this space. - As expected, based on experience, from the moment the author first set foot on ‘space’ until now, he has focused on what materials to use and what proportions to create when designing a space, and has made efforts to dramatically express the volume and appreciation of the form created through those materials. However, this is something that cannot be easily presented without sharp efforts. Furthermore, unless it is a ‘student project’ or ‘*** visionary architecture,’ there are too many cases where reality does not allow me to do so. - That is why today’s space is a very high-level space no matter how you look at it. It is because the form has been elevated to the realm of art through materials. - Furthermore, this space also constructs a cultural and artistic space for the public in the basement, following the will of the previous chairman. And it continuously creates a place to discuss beautiful art. Isn’t it beautiful to discuss art in an artistic space? In the end, looking back, this company makes money through external beauty, but in turn delivers essential beauty to customers. Through this, we can see that Amore Pacific is contributing to society. - Finally, the author believes in a ‘country with the power of high culture.’ He believes that this is one of the swords that makes today’s Korea shine. This space is said to be a building inspired by white porcelain jars, which are part of our culture. Thanks to this, we can share such wonderful experiences in the city. I happily introduce the space and end this article. - This is the headquarters of Amore Pacific, which is ‘beauty’ itself. - * Manifest: To appear or show clearly. ** Grout: When stacking bricks or stones, the part where mortar is applied or filled in between. *** Visionary Architecture: A name given to architecture that exists only on paper or has imaginary characteristics. Also used as a slang term for ‘architecture contained only on paper.’ - 📍Location _ Shinyongsan Station, Amorepacific New Building ✔️Parking available ✔️Art Museum - Temporarily closed until August 30 ✔️Admission _ Entrance to the building is free. #songkran2024 #mytravelhacks #cherryblossom2024 #localguides #瑞生尖沙咀酒店