Fuelled by a resilient economy which has been able to consistently weather many a global crisis, South Korea‘s retail scene has evolved into one of the planet’s most thriving and innovative. Needless to say, the mature and savvy consumer market keeps retailers on their toes to entice their following with appealing concepts and merchandise. Hyundai department store’s recent renewal of its branch in Seongnam, an affluent and fast-growing satellite town of the sprawling capital Seoul, can be seen in this light. Hyundai tapped local architecture practice Betwin Space to revamp U-PLEX, an expansive section on the department store’s fourth floor which is specifically dedicated to a Millennial and Generation Z demographic. Measuring no less than 4,065 sqm. (43,755 sq.ft.), 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. So, the store renewal is anchored by a backdrop comprising an existing ceiling that’s paired with new pendant lamps, facades, pillars and reflective surfaces that collectively project a new sense of luxury.
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. The island configuration contributes to creating the vibe of a multi-brand store while it also allows to better define different brands. A square connects the redeveloped U-PLEX with the rest of the department store and building. 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, featuring flooring of large-sized marble tiles laid in a pattern which extends onto the walls and ceiling. As said, U-PLEX specifically targets a young clientele, and accordingly the space presents a wide range of compatible brands. The current brand list features coveted names from home and abroad, including thisisneverthat, Lacoste, 10department, Marithé + François Girbaud, UNIQLO, Thursday Island and SJSJ.
Hyundai
20 Pangyoyeok-ro 146-beongil, Fourth Floor (Bundang)
13529 Seongnam
Telephone: +82 31 51702233
Daily 10.30am-8pm
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
