© NBDC / Photography: Shin Yong-Hwan

As one of the leading department store chains operating in Seoul‘s dynamic retail landscape, Hyundai continues to innovate its nine branches across town to meet the requirements of its discerning clientele. One of its latest projects is the renewal of a section of one of the basement floors of its outpost in Cheonho, a largely residential neighbourhood in the East of this sprawling city. The department store tapped local creative practice NBDC to design a retail setting for edgy streetwear, along with the branding of this particular retail space. Occupying 198 sqm. (2,131 sq.ft.) on level B1, it’s aptly called The Basement, and is exclusively dedicated to casual brands. The section is flanked on one side by an escalator leading upwards to the ground floor and the department store’s main entrance, and other shop sections, offering compatible apparel and other goods. Four existing columns, all clad in backlit panels that flash The Basement name, have been incorporated in the setting, and along with displays placed in each corner, they lend The Basement a distinctive demarcation. Situated in the middle is a sales counter, crafted from metal and backlit panels, and paired with a matching suspended gazebo. On either side, boxy volumes have been placed, clad in similar backlit panels and mirrors, and both accommodate fitting rooms. NBDC has aimed to create an industrial setting that seamlessly connects with the department store’s design codes. The Basement stocks a tightly curated range of streetwear and casual brands. Location: Hyundai, 1005 Cheonho-daero, Level B1 (Cheonho).

© NBDC / Photography: Shin Yong-Hwan