Hyundai City Outlets

The new Hyundai City Outlet in the Dongdaemun area is located parallel to and one street behind the largest and well-known shopping street. The facade of the new Outlet therefore had to be visually strong and appealing, drawing visitors to its location. From day one visitors numbers were 20% higher than estimated. Also the sales of their first quarter were 20% higher than expected.

Located at the old city centre The Dongdaemun Gate is a beautiful example of traditional architecture, which clashes with the loudness of all the department stores. We saw a resemblance there. At the gate the vibrant shades of color in the motifs glow in the dark under the dark green roof. The neon lights of the stores behave in a similar way. We designed an open H and we used a color scheme that reflects both the heritage and the present day spectacle of Seoul’s Dongdaemun area. The colors and typography are the basis of a graphic language that connects all communication. On the facade a repetition of H’s form a ladder to the sky, fittingly attached to the glass box of the elevator.

Hyundai Department Store is one of the three major department store chains in South Korea. It has 14 locations and more than $340 million in annual sales. Located in the Dongdaemun area, the old city centre, Hyundai launched a new branch: Hyundai City Outlets, the younger and more affordable branch. Our challenge was to set apart and to provide pole-position to the new branch of Hyundai City Outlets.