Speaking to the young Seoul


The client

South Korean conglomerate Hyundai is a multi-faceted retailer and so much more than just an electronics brand – a it’s primarily known in the UK.

The brief

Hyundai asked Sherlock to take part in a tender process to design two of their department stores in Seoul, South Korea, comprising a flagship store in the finance district, and a smaller suburban store on the edge of the city. The former was to be a ‘revived’ experience in the centre of Seoul with a younger and more trend-driven outlook, the second a ‘new’ experience with a high-end mix of culture and style.

What we delivered

The design concept we pitched aimed to inject enough design flex to work across both these and future stores, to appeal to different customers and to respond to different levels of spend.

‘Whirlwind’ was the first concept. Here we created an upward-spiralling customer journey using the architectural void to its best advantage. The customer journey became more and more exciting as you made your way to the top of the store.

The second concept was ‘The Puzzle’. This was a smaller store working with more complex architectural restrictions where we had to connect different zones and mezzanines but still make the customer journey simple and intuitive.

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