Hyundai in Seoul
What: The Hyundai Department Store dips its toes into spatial personalization.
Why it is important: In a world where shopping has become increasingly informed by personal preferences – think algorithm-tailored suggestions – contemporary consumption behavior has become less compatible with generalist spaces. Knowing that different clientele will be more inclined to pay a visit to a particular section of the store, each floor has been crafted with a certain demographic – a form of personalization – to convince shoppers to pivot from their phones into the physical store.
By employing a theme of nature, the multilevel store's redesign attempts to have a universal appeal while also employing aspects of personalization in order to reach the desired demographics.
The three new floors of the Hyundai Department Store in Seoul are now centered around a biophilic atrium. A 12-m-long waterfall cascades from the edge of one of the top levels, creating an ambient soundscape and a zen-like atmosphere for guests to relax and socialize in. Inside, each level has been designed with a distinct yet cohesive theme each set to the overarching tune of nature, a familiar theme to people across groups. The overall character of the space is calm and organic, reflecting and emphasizing the more classic, sophisticated style of clothing and accessories on display to build a connection with the style preferences of the targeted demographic.