ARCHITECTURAL FOCUS
depth, and emotion. A refined, custom designed palette of white, dark grey blue, and gold serves as the new neutral. This does two things: reinforce Hyundai’ s branded identity, while also providing a subtle backdrop that allows the vibrant colors of each brand to pop.
“ We recognized that the cosmetic brands and the shops in shops would each bring with them their distinct identities,” explains Diego Burdi, Creative Director, BURDIFILEK.“ From the vibrant yellow of Gucci to the striking red of Aesop, our matte color palette was meticulously crafted to allow these individual brands to stand out, while simultaneously anchoring the space in Hyundai’ s own refined and enduring presence.”
Understanding the critical role lighting plays in showcasing beauty products to ensure makeup colors appear true to the product, the design team curated optimal lighting conditions. Mechanical and technical infrastructures were strategically concealed above the white open cell ceiling, and a custom-designed track system was integrated for focused lighting that highlights the cosmetic brands like precious gems. By concealing the functional elements, visual noise was eliminated, resulting in a clean, uncluttered environment that enhances the branded space. Additionally, the strategic choice of a darker floor not only absorbed light, but also minimized reflections, further enhancing the products on display.
Working in close partnership with the client, the designers developed a unified design guideline to ensure all brands followed the same standards, fostering a democratic environment and equal visibility for each. The objective was to establish a cohesive visual language throughout the space, supported by a standardized signage system— one for brand logos and another for brand graphics. All backlit elements were created in consistent sizes, while fixtures and displays were set at optimal heights to maximize visibility and allow guests to easily see beyond each installation.
Departing from the conventions of typical cosmetic departments, BURIDIFLEK’ s design takes an ambitious leap into the future, offering a forward-thinking vision of retail elegance. Ultimately, clients are welcomed into an environment that leaves a lasting impression. It is an immersive world, meticulously crafted to reflect the refined spirit of Hyundai. The design is both bold and deliberate, unfolding like a curated gallery where each moment reveals something new. Here, shoppers are invited to meander at leisure, to savor the experience, and to engage in a space that embodies Hyundai’ s unwavering commitment to customer happiness, innovation, and creative excellence.
Technical sheet Client: The Hyundai Design Team: Founder and Creative Director: Diego Burdi, Founder and Managing Partner: Paul Filek, Project Manager and Studio Director: Tom Yip, John Seo- Senior Designer, Michael Del Priore- Senior Designer, Douglas Chun- Designer, Daniel Mei- CAD technical, Anna Jurkiewicz- CAD technical, Anna Nomerovsky- CAD technical Lighting Consultant: Marcel Dion Lighting Design Photographer: Yongjoon Choi Area: 42,415 square feet
www. burdifilek. com
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