ARCHITECTURAL FOCUS
AN AMBITIOUS LEAP INTO THE FUTURE
BURDIFILEK UNVEILS A REIMAGINED LANDSCAPE OF BEAUTY
As a global epicentre of fashion and beauty, South Korea continues to lead the way in setting trends. Its consumers— young, discerning, and empowered with spending influence— drive brands to innovate and exceed expectations at every turn.
In recent years, the Hyundai Group has been making a significant impact with its distinctive retail brand philosophy— redefining the shopping experience through immersive, design-led environments. Having partnered on several occasions with the awardwinning interior design firm BURDIFILEK, today they unveil their latest collaboration.
For this project BURDIFILEK was tasked to reimagine the interior architecture of the cosmetic floor of the Hyundai Jungdong in Bucheon. With its 42,415 square feet, it is one of the largest cosmetics & beauty departments in South Korea. The designers were tasked to design the mid-floor area and all perimeters, including the creation of a retail guideline package for all brands within the mid-floor area and the shop in shops.
At the heart of the vision was the creation of a strong visual identity for Hyundai – positioning the client as the definitive brand authority, while thoughtfully highlighting the wide range of cosmetic brands throughout the expansive space. Most importantly, Hyundai aimed to distinguish itself by redefining the conventional cosmetics floor, moving away from the traditional aesthetic commonly found in department stores.
At the outset of the project, as the design team surveyed the expansive, open floor plate, it became clear that they would need to navigate around numerous concrete columns— each varying in size. Rather than concealing them, the designers chose to highlight and celebrate the elements by transforming
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