As a global epicenter of fashion and beauty, South Korea continues to set the pace for retail innovation. Its consumers—young, influential, and design-conscious—demand immersive and elevated shopping experiences. In response, The Hyundai Group has been transforming the retail landscape with bold, design-led environments that reflect both modern aesthetics and cultural relevance.
Global Design & Architecture Design Awards 2025
Second Award | Interiors – Retail (Built)
Project Name: Hyundai Jungdong Cosmetics Floor
Category: Interiors – Retail (Built)
Studio Name: BURDIFILEK
Design Team: Creative Partner: Diego Burdi, Managing Partner: Paul Filek, Project Manager and Studio Director: Tom Yip, Senior Designer: John Seo, Senior Designer: Michael Del Priore, Designer: Douglas Chun, CAD Technical: Daniel Mei, CAD Technical: Anna Jurkiewicz, CAD Technical: Anna Nomerovsky
Area: 27, 624 sq ft
Year: 2024
Location: Bucheon, South Korea
Consultants: Marcel Dion Lighting Design
Photography Credits: Yongjoon Choi
Render Credits:
Other Credits:
Their latest endeavor, in partnership with an acclaimed design studio, unveils a reimagined cosmetics floor at Hyundai Jungdong in Bucheon. Spanning over 42,000 square feet, the cosmetics floor ranks among the largest beauty destinations in South Korea. The creative team were entrusted with designing not only the expansive mid-floor and all perimeter zones, but also creating a comprehensive design guideline for individual brands operating within the space.
At the core of the concept was the desire to move away from the sterile, clinical feel often associated with department store beauty floors. Instead, the designers envisioned a dynamic, emotionally resonant environment that positions Hyundai as both a sophisticated brand authority and a generous host to its curated array of cosmetics labels.
Early in the design process, the interior design team faced the challenge of navigating numerous structural concrete columns scattered throughout the open floor. Rather than concealing these elements, they transformed them into sculptural installations—wrapped in powder-coated steel and shaped with angular forms inspired by origami. These distinctive features, paired with a diagonally aligned open-cell ceiling, introduce a rhythmic energy and visual continuity across the space.
To further enhance the sense of discovery, the columns were treated with a dual-tone finish: one half in rich gold, the other in deep, muted grey blue. Depending on the angle of approach, the colors shift—creating a kinetic, ever-evolving experience that invites shoppers to move and explore.
Color played a central role throughout the space, with the introduction of a refined palette of white, grey-blue, and gold—Hyundai’s new neutrals. This understated scheme quietly reinforces brand identity while allowing each cosmetics brand’s vibrant hues to stand out. “From Gucci’s bold yellow to Aesop’s signature red,” explains the Creative Director, “we crafted the environment to celebrate these distinct brand personalities while keeping Hyundai’s presence strong and elegant.”
Lighting was treated as a critical design component. A custom track lighting system was integrated into the white open-cell ceiling to deliver focused, accurate illumination. Technical infrastructure and mechanical systems were concealed, ensuring a clean, gallery-like atmosphere free of visual noise. The darker floor finish was chosen to reduce glare and amplify the presence of products—each showcased like a work of art.
Collaboration with the client was essential to ensure consistency across the entire beauty floor. Together, they developed a standardized retail guideline package that regulated everything from fixture heights to signage systems and backlit branding. The goal was a visually cohesive, democratic retail platform where all brands are presented with equal clarity and distinction.
Departing from conventional department store aesthetics, the final result is a bold reinterpretation of the beauty retail experience. The design balances Hyundai’s refined corporate identity with the design firm’s emotive and architectural approach. The space unfolds like a curated gallery—each corner offering a new moment of visual impact, texture, and contrast.
Guests are encouraged to meander at their own pace, taking in the sculptural elements, lighting, and layered materiality. It’s an environment that elevates the shopping journey into a sensory experience – deeply immersive, forward-thinking, and unmistakably Hyundai. With this project, the design firm not only redefines how beauty is sold, but also how it’s felt.
