South Korea, a global reference point for fashion and cosmetics, continues to set trends thanks to a young, demanding audience with strong spending power. In this context, the Hyundai Group stands out for its ability to innovate retail through immersive environments that transform shopping into an experience. The latest collaboration with international design studio BURDIFILEK concerns the cosmetics floor of Hyundai Jungdong in Bucheon, one of the largest in the country with its 3,940 sqm.
A unified design vision for the beauty floor
The studio oversaw the design of the central area and the perimeters, as well as developing retail guidelines for the corners and shop-in-shops. The goal was to create a strong visual identity for Hyundai, positioning it as an authoritative brand while distinguishing it from the traditional aesthetics of department stores.
Structural columns as architectural landmarks
A central element of the project is the numerous concrete columns that punctuate the space. Rather than concealing them, BURDIFILEK transformed them into architectural sculptures: clad in powder-coated steel and shaped with angular geometries inspired by origami, they become dynamic focal points that animate the perception of the environment. Their diagonal arrangement interacts with the open grid ceiling, generating a graphic rhythm that guides the eye along the path.
Color, movement, and spatial perception
The columns also reveal an unexpected chromatic treatment: each element features two finishes, warm gold on one side and deep grey-blue on the other. Depending on the direction of travel, the effect changes and the space transforms, conveying a kinetic energy that enriches the visitor’s experience.
Material palette and brand expression
The project palette breaks away from the clinical image of traditional beauty floors: white, grey-blue, and gold become the new neutral tones, reinforcing Hyundai’s identity while providing a discreet backdrop that allows iconic brand colors to emerge, from Gucci’s yellow to Aesop’s red.
Lighting strategy and product enhancement
Special attention was paid to lighting, essential for the accurate rendering of cosmetic colors. Above the technical ceiling, mechanical infrastructures are concealed, while a customized track system provides targeted lighting accents, enhancing products like precious jewels. The dark floor minimizes reflections and emphasizes the focus on the displays.
A shared framework for an inclusive retail environment
To ensure visual consistency and equal visibility for all brands, BURDIFILEK developed shared guidelines for logos, backlit graphics, display heights, and fixture dimensions. A design framework that generates a unified and democratic visual language.
From beauty department to contemporary gallery
The result is an environment that transcends the traditional cosmetics department, taking on the character of a contemporary gallery. An immersive and refined space where every perspective reveals new details, confirming Hyundai’s commitment to innovation, creativity, and customer focus.
Location: Bucheon, South Korea
Area: 3,940 sqm
Interior design: BURDIFILEK
Creative Director: Diego Burdi
Managing Partner: Paul Filek
Project Manager and Studio Director: Tom Yip
Lighting Consultant: Marcel Dion