HYUNDAI // ENVIRONMENTAL DESIGN
Designer
Environmental Design
Print Design
This bold vision for department stores set a high-end architectural direction within the Sinchon neighborhood of Seoul. Enveloped by the theme of Poemspace, each floor becomes more than just a place to shop, but a world to pursue personal dreams, wishes, and desires—"conveying a desire for Beauty, Fame & Success, or Radiance". Environmental graphics incorporated chiseled glass, cut metal, tube acrylic, lighting, etching, and vinyl, to convey each floor's chapter of women’s apparel, accessories, and beauty products.
Design Direction
Heesun Kim, Young Rok Park
Interior Design
Jen Mackall
Project Management
James Fitzgerald, Jr.
THE CONCEPT
The essence of Poemspace is the lyric verse, capturing the "magnificent beauty of nature and all its elements within poetic expression, interpreted through a surreal sense of splendor." While keeping the overall story of glamour, emotional connection, and artistic expression, Poemspace dictates that each floor conveys a desire for Beauty, Indulgence, Fame & Success, or Radiance, based on the specific merchandise and psychographic customer profiles. The concept pitch was presented in a bound book—leading Hyundai from strategy and inspiration to plans, elevations, material boards, and renderings.
Floor by Floor
2F - Jewelry: Beauty
An etherial delicacy envelopes the second floor as the intimacy of nature and graceful movement toward the female form encourages each customer to see herself and every accessory as an exquisite work of art.
Design key elements:
White rose
Sculptural display
Abstract lace
2F - Jewelry: Beauty
An etherial delicacy envelopes the second floor as the intimacy of nature and graceful movement toward the female form encourages each customer to see herself and every accessory as an exquisite work of art.
Design key elements:
White rose
Sculptural display
Abstract lace
2F - Jewelry: Beauty
An etherial delicacy envelopes the second floor as the intimacy of nature and graceful movement toward the female form encourages each customer to see herself and every accessory as an exquisite work of art.
Design key elements:
White rose
Sculptural display
Abstract lace
3F - Young Adult: Indulgence
Night falls on the third floor as customers escape to the exclusive world of elite nightlife. The youthful atmosphere conveys a rebellious attitude through use of angled architectural elements and seductive lighting.
Design key elements:
Electro butterfly
LED lyrical text from music
Tattoo art
3F - Young Adult: Indulgence
Night falls on the third floor as customers escape to the exclusive world of elite nightlife. The youthful atmosphere conveys a rebellious attitude through use of angled architectural elements and seductive lighting.
Design key elements:
Electro butterfly
LED lyrical text from music
Tattoo art
3F - Young Adult: Indulgence
Night falls on the third floor as customers escape to the exclusive world of elite nightlife. The youthful atmosphere conveys a rebellious attitude through use of angled architectural elements and seductive lighting.
Design key elements:
Electro butterfly
LED lyrical text from music
Tattoo art
4F - Career: Success
Sophistication and glamour combine with subtle references to the golden age of Hollywood, filtered through modern day vogue via glittering lights, golden accents, and neo-classic details.
Design key elements:
Overscaled portraiture
Neo classic designs
Luxurious patterns
4F - Career: Success
Sophistication and glamour combine with subtle references to the golden age of Hollywood, filtered through modern day vogue via glittering lights, golden accents, and neo-classic details.
Design key elements:
Overscaled portraiture
Neo classic designs
Luxurious patterns
4F - Career: Success
Sophistication and glamour combine with subtle references to the golden age of Hollywood, filtered through modern day vogue via glittering lights, golden accents, and neo-classic details.
Design key elements:
Overscaled portraiture
Neo classic designs
Luxurious patterns
5F - Designer: Grace
Confident in natural beauty and grace, organic materials are shaped with the simplified lines of modern architecture to convey a welcoming environment of timeless refinement.
Design key elements:
Tree and lotus flower
Calligraphic art
Soft toned wood
5F - Designer: Grace
Confident in natural beauty and grace, organic materials are shaped with the simplified lines of modern architecture to convey a welcoming environment of timeless refinement.
Design key elements:
Tree and lotus flower
Calligraphic art
Soft toned wood
5F - Designer: Grace
Confident in natural beauty and grace, organic materials are shaped with the simplified lines of modern architecture to convey a welcoming environment of timeless refinement.
Design key elements:
Tree and lotus flower
Calligraphic art
Soft toned wood
THE RENDERINGS
Spaces developed and planned by architectural and interior designers resulted in a host of walls, floors, fixtures, focals, and dividers that required ornamentation. Solutions included flat and dimensional patterns and graphics.
RESULTS
Using a palette of chiseled glass, cut metal, tube acrylic, lighting, etching, and vinyl, each space was unique and custom, while adhering to each floor's theme.
PROJECTS
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