Hyundai's Seongnam store renewal
What: Hyundai's Seongnam branch, an affluent and fast-growing satellite town of the sprawling capital Seoul, wants to attract savvy and young consumers thanks to its renewed U-PLEX space.
Why it is important: The configuration of the 4,065 sqm 4th floor section contributes to creating the vibe of a multi-brand store while it also allows to better define different brands.
Hyundai tapped local architecture practice Betwin Space to revamp U-PLEX, the section on the department store's fourth floor which is specifically dedicated to a Millennial and Generation Z demographic. The interior design concept is based on the notion of 'time collage' which aims to put together different elements of the past and present to create a new spatial experience that tickles the senses of the hyper savvy target demographic
Additionally, pattern sequences were created by pairing ceiling lighting with metal frames, and an island configuration was fused with the ceiling to create a distinct visual identity. A cross-shaped vertical bar is connected to the ceiling's pattern sequence, creating unity in the entire space. In order to heighten the sense of entering exciting new premises, a passage was created with the look and feel of a classic hotel lobby.
Hyundai's Seongnam store renewal