Hyundai Jungdong Beauty Hall by BURDIFILEK

In South Korea’s dynamic world of fashion and beauty, department stores are under constant pressure to innovate. Hyundai Group, known for its design-led retail philosophy, has again turned to BURDIFILEK for a bold reinvention of the cosmetics floor at Hyundai Jungdong in Bucheon. The 42,415-square-foot project redefines the way beauty products are experienced, moving away from conventional layouts and introducing a gallery-like space that balances brand individuality with Hyundai’s refined identity.

A Sculptural Approach to Space

Faced with numerous concrete columns across the open floor plate, BURDIFILEK transformed these obstacles into sculptural features. Each column was clad in powder-coated steel with angular geometries that echo origami forms, becoming dynamic focal points. Their diagonal alignment works in harmony with subtle ceiling lines, creating a rhythm as visitors explore the floor. Rather than hiding structural constraints, the design embraces them as defining elements of the experience.

Dual-Tone Palette for Discovery

A daring dual-tone finish further animates the space. Columns reveal either a warm gold or a muted grey blue, depending on the angle of approach. This shifting perception introduces a sense of kinetic energy, ensuring that the space feels alive and continually engaging. The broader palette—white, dark grey blue, and gold—provides a refined canvas that emphasizes Hyundai’s brand while allowing vibrant cosmetic labels like Gucci or Aesop to stand out clearly.

Lighting That Elevates Beauty

Recognizing the critical role of lighting design, the team concealed mechanical systems above the white open cell ceiling and introduced a custom track for targeted illumination. The result is a clutter-free environment where beauty products shine true to color. A darker floor absorbs excess light and reduces glare, directing full attention to the cosmetics. This careful orchestration elevates the department into an immersive space that celebrates product presentation as much as architectural detail.

A Unified Design Language

To ensure a cohesive retail environment, the designers created a unified guideline package for all brands. Signage, backlit graphics, fixture heights, and display proportions were standardized to create democratic visibility across the board. This framework encourages equal presence for every label, reinforcing Hyundai’s role as curator rather than competitor. Ultimately, the project reflects Hyundai’s commitment to innovation and customer experience, while BURDIFILEK delivers a vision of retail elegance that transforms shopping into a refined cultural encounter.

Technical Sheet