The advanced simulated moving bed (ASMB) chromatography, which is a new operating strategy in the chromatography process, is proposed and a case study of design and process development is presented. The ASMB strategy divides the operation of the conventional simulated moving bed (SMB) carried out in a single step into five substeps. A detailed analysis based on simulation is carried out, which shows improvement in purity and recovery over the conventional SMB process. The model mismatch in the complex operations is resolved by a novel parameter estimation approach, where multiple data sets obtained from pilot plant experiments refine the model parameters. It was demonstrated in a separation case study of glucose and fructose that the proposed model refinement approach using 20 data sets from ASMB pilot plant experiments improves the prediction from the one obtained only through a single-column chromatography experiment. The refined model will be a powerful tool for the design and control of the ASMB process.