Pop-up stores suddenly appear and just as quickly disappear. However, the phenomenon of pop-ups has become a permanent fixture. Not only in trendy Seoul areas like Seongsu and Hongdae but also in department stores, the closure of one brand’s pop-up often immediately precedes the opening of another. Furthermore, prime locations frequently have bookings several months in advance.
‘Unique experiences’ are the main attraction of pop-up stores. These physical spaces allow brands to fully express their philosophy. They present limited edition products and immersive experiences that engage all five senses.
Taking Brand Experiences Further: Factory Tours
Brands are now going beyond traditional pop-ups with ‘space experiments’ in busy hotspots. They use core locations that reflect their identity, such as factories, for tours. These tours open the gates to production sites and allow visitors to see how products are made. Despite most factories being on the city outskirts, the quest for deeper brand experiences has boosted their popularity. Today, let’s look at some innovative factory tours outshining the usual hotspot pop-ups.
Factory Tours Become a Weekend Destination
Amorepacific’s ‘Beauty Park’ in Osan, Gyeonggi-do, houses renowned brands like Sulwhasoo and Laneige. It is South Korea’s largest cosmetics factory. The park combines several production and logistics centers across the region. Its vast area equals about 30 soccer fields. Since May 2022, Amorepacific has been offering the ‘Amorepacific Factory Tour,’ even on weekends, to meet visitor demand.
What to See at Amorepacific’s Factory
- Factory Station: On the ground floor’s Factory Station, visitors can test freshly produced cosmetics. They can also watch the production process on a large media wall.
- Factory Archive: The second floor displays machines used since the company began in 1945 as ‘Pacific Chemical Industries.’ It also restores cosmetic prototypes and research documents from its early days.
- Factory Walk: The third floor offers a walkthrough of the production lines. Visitors can see the processes of manufacturing, packaging, and distributing cosmetics. They can compare past and current automated technologies.
- Web Page: https://tour.amorepacific.com/?locale=en
More Than a Factory: Botanical Gardens and a Museum
Exiting the Amore Factory leads directly to the ‘Raw Material Botanical Garden.’ This garden is beautifully landscaped with cosmetic plants like ginseng, licorice, peony, magnolia, daffodil, and lily. Renowned landscape architect Jung Young-sun planned the garden. It’s a visual delight. After the garden, visitors can explore the ‘Amorepacific Archive.’ This museum showcases the company’s history. It includes old cosmetic posters and uniforms worn by sales agents.
Find here: https://www.apgroup.com/int/en/index.html
The Growing Trend of Factory Tours
The factory tour trend is expanding. Even local governments are partnering with companies to offer such experiences. For example, Chungbuk Eumseong County operates the ‘Thrilling Factory Tour’ across 11 industrial complexes. It features more than 2000 factories. This initiative demonstrates how direct experiences can solidify consumer trust and even build fandom. It offers a more impactful view than traditional pop-ups by showing the manufacturing process transparently.
https://www.eumseong.go.kr/factory/index.do
This trend is likely to continue. If you have a favorite brand, check if they offer a factory tour. It could deepen your appreciation and loyalty to the brand.
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