pops of blue & yellow emerge from burdifilek's hyundai seoul sculptural retail interior

The Hyundai Seoul by Burdifilek

Award-winning interior design studio Burdifilek unveils its design for The Hyundai Seoul, the largest department store in South Korea’s capital city. The retail landmark is part of a multiple-use complex that combines business, shopping, and leisure in a single destination. 

The studio was commissioned to design three floors for the department store, including the Zen-like atrium. All three levels present a different language and aesthetic. Elements include reflective surfaces, sculptural forms, abundant greenery, pops of color, expansive floorplates, and a Waterfall Garden, all contributing to a memorable relaxed customer experience set against a backdrop of visually stimulating contemporary design elements.

all images by Yongjoon Choi Photography

tranquil atrium with sculptural waterfall

Burdifilek’s design covers three floors of the shop, as well as the tranquil atrium. The soothing elements of the atrium are visible from all levels of the department store, characterized by abundant natural light drawn in through a skylight extending through the core of the building. Leveraging the building’s unique architecture with multiple voids throughout, the design team conceptualized a green belt that would wrap around the spaces and provide continuity to an overall theme of tranquility and well-being. 

A gravity-defying 12-meter-tall sculptural waterfall stands prominently in the main atrium, surrounded by organically shaped floating islands. The calming Waterfall Garden cascades through dancing water features with seating extending from its fluid forms. The concept of nature is carried forward with reflective borders that mimic tranquil water patterns along the inner edges of the ceiling planes, creating the visual effect of glancing up at a reflecting pond.

two floors with contrasting aesthetics 

The second floor of the department store houses the women’s high-end fashion section. The space incorporates iconic forms, with an emphasis on textures and sculptural tonality, offering a gallery-like space for one to meander and explore. The use of gentle, indirect lighting accentuates fluid forms on the ceiling, generating an ethereal atmosphere for the interior. Meanwhile, a combination of a subdued color palette with layers of reflectivity and translucency further boosts the sophisticated atmosphere.

The third floor is completely different, changing up the mood and inviting guests to a new world. While maintaining a degree of commonality with the second floor in terms of sculptural elements, this floor expresses them in bolder form, amidst a creative backdrop of shocking deep blue hanging systems, aggressive materiality with an emphasis on the contrast of natural and man-made materials, unfinished ceiling, custom-built, vacuum-formed sculptural walls and a simple color palette that speaks more directly to the featured brands.

Burdifilek’s vision was to create an intriguing environment that will be memorable for the visitor. Turning away from global trends, the project transcends traditional retail philosophy to offer a unique perspective on how common experiences like shopping can be greatly enhanced. 

1/23

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

project info:

Name: The Hyundai Seoul

Design Firm: Burdifilek 

Design Team: Paul Filek (Co-founder and Managing Partner), Diego Burdi (Co-founder and Creative Director), Tom Yip (Project Manager), John Seo (Sr. Concept Designer + Korean Translator), Michael Del Priore (Sr. Concept Designer), Shawn Li (Designer), Daniel Mei (Technical Designer), Anna Nomerovsky (CAD), Anna Jurkiewicz (CAD), Yoonah Lee (CAD) 

Lighting Consultant: Marcel Dion

Location: 108 Yeoui-daero, Yeoui-dong, Yeongdeungpo-gu, Seoul, South Korea – Part of Hyundai Parc 1 mixed-use complex

Total area: 9,552 sqm