Open, accessible and endlessly inviting
Hyundai Department Store, Seoul
Hyundai Department Store, acknowledging the evolving retail environment and the new ways consumers connect with brands, has initiated a comprehensive rebranding project for its Outlet Store in Seoul's Dongdaemun district. This project transcends traditional visual updates, aiming instead to intricately incorporate Dongdaemun's diverse cultural legacy and its contemporary vibrancy into Hyundai's brand essence. The ambition behind this rebranding is to elevate the Hyundai Outlet Store beyond a mere place to shop, transforming it into a manifestation of the district's lively essence and weaving it into the community's very texture.
Open Lines, Open Doors
In the development of the wayfinding system for the Hyundai Outlet Store, we introduced a series of unique and characteristic pictograms. These pictograms, defined by their line shapes, stand out through their distinctive open character; lines begin and extend without fully closing. This design choice was intentional, serving as a metaphor for the Hyundai Outlet Store’s approach to retail and customer experience—open, accessible, and endlessly inviting.
We surpassed our sales expectations with 66% growth on the opening day of the city outlet.
Further Info
Articles and links
Hyundai Department Store opens a mega shopping outlet – Pulse News Korea
Photography
Nicole Marnati