Unexpected experience in multiple voids, scale and greenery
The Hyundai Seoul, the largest department store in South Korea’s capital city, stands as a retail landmark within a multi-use complex that seamlessly combines business, shopping, and leisure. Its design, featuring abundant greenery, expansive floorplates, and a waterfall garden, creates a memorable and relaxed customer experience.
Toronto-based studio Burdifilek was commissioned to design three department store floors, including the atrium. The Zen-like elements introduced are visible from all levels, illuminated by a central skylight. Leveraging the building’s unique architecture with multiple voids, Burdifilek conceptualized a green belt that wraps around the spaces, providing continuity and tranquility. This green belt serves as a runway for various activities, including social interactions, art displays, pop-up stages, and inspiring encounters.
“We were given a substantial piece of architecture with many atriums. Hyundai’s vision was to allocate 50 percent of this floor plate to create public spaces where people can socialize in a much more experiential environment than the typical mall experience offers,” says Diego Burdi, one half of the design partnership Burdifilek. “Our solution was inspired by Seoul’s surrounding nature. We chose to bring the outside in and create something unexpected that plays with scale. Eventually, the green concept began to extend to the whole environment.”
Visitors begin their journey with the auditory sensation of a 12-meter sculptural cascading waterfall, surrounded by organically shaped floating islands. Seating extends from these fluid forms, with reflective borders mimicking tranquil waters along the inner edges of the ceiling planes.
Each floor presents a unique experience tailored to the style of merchandise and the demographic of shoppers. On the second floor, the women’s high-end fashion department is conceived as a sculpture garden. With an emphasis on textures and sculptural tonality, the floor offers a gallery-like space for exploration. Gentle, indirect lighting accentuates fluid forms, radiating an ethereal quality. Custom hanging fixtures elevate the feeling of lightness, providing a cohesive language for curated brands. A subdued color palette complements layers of reflectivity and translucency.
In contrast, the third floor embodies a ‘provocative wilderness.’ Bold sculptural elements sit amidst a creative backdrop of deep blue hanging systems and an aggressive materiality. The design juxtaposes natural and man-made materials, featuring unfinished ceilings, vacuum-formed sculptural walls, and a simple color palette.
Co-founder Paul Filek remarks, “This project is a celebration of many ingredients, from retail and technology innovation to exceptional design and architecture, each contributing to a memorable experience.”
Project: The Hyundai Seoul / Location: 108 Yeoui-daero, Yeoui-dong, Yeongdeungpo-gu, Seoul, South Korea / Spaces design: Burdifilek_Ground Floor Atrium (Waterfall Garden); Floors 2,3,4 (Selected Areas) / Project sector: Full-Line Department Store / Design team: Paul Filek (co-founder and managing partner); Diego Burdi (co-founder and creative director); Tom Yip(project manager); John Seo (concept designer and Korean translator); Michael Del Priore (concept designer); Shawn Li (designer); Daniel Mei (technical designer-CAD); Anna Nomerovsky (CAD); Anna Jurkiewicz (CAD); Yoonah Lee (CAD) / Lighting consultant: Marcel Dion / Client: The Hyundai Department Store Group / Bldg. area: Floor 2_2,673m²; Floor 3_2,733m²; Floor 4_2,734m² / Gross floor area: 9,552m² (out of 89,100m² total area of The Huyndai Seoul) / Completion: 2021.2. / Photograph: ©Yongjoon Choi (courtesy of the architect)
