Hyundai Jungdong Cosmetics Floor

As a global epicenter of fashion and beauty, South Korea continues to set the pace. At the forefront is The Hyundai Group, whose innovative retail philosophy emphasizes immersive, design-led experiences. Their latest collaboration with the design firm marks a bold reinvention of the cosmetics floor at Hyundai Jungdong in Bucheon. Spanning over 42,000 square feet, this is one of South Korea’s largest beauty departments. The design team was tasked with reimagining the interior architecture—designing the mid-floor area, all perimeters, and a comprehensive retail guideline for individual brands and shop-in-shops. The mandate: elevate Hyundai’s brand authority while allowing cosmetic brands to shine, all within a cohesive, future-forward environment.

One of the primary challenges was the floorplate’s numerous concrete columns. Rather than hiding them, the designers celebrated these structural elements—cladding them in angular, powder-coated steel forms inspired by origami. This sculptural approach introduced rhythm and dynamism to the space. Each column features a dual-tone finish: warm gold on one side, deep grey-blue on the other. As visitors move through the space, the shifting tones create a kinetic visual experience that can only be fully appreciated in person. The ceiling was equally considered. A diagonal alignment of ceiling lines and column placement adds a subtle but striking graphic effect, enhancing the feeling of movement and discovery. The refined palette—white, grey-blue, and gold—acts as a neutral canvas, reinforcing Hyundai’s brand identity while allowing vibrant cosmetic brands, like the red of Aesop or yellow of Gucci, to stand out.

Lighting played a crucial role. A custom track system, integrated above a white open-cell ceiling, provided focused illumination that showcases products with precision—ensuring makeup colors appear true to life. Mechanical and technical systems were seamlessly concealed, eliminating visual clutter and emphasizing the architectural purity of the space. A darker floor was selected to absorb light and reduce reflection, further highlighting the products. In partnership with Hyundai, the design firm created a standardized design guideline to foster visual consistency and brand equity across the entire floor. Signage, display heights, and lighting specifications were unified to give each brand equal presence and clarity, enhancing the overall guest experience.

Departing from the clinical aesthetic often associated with beauty departments, the design invites customers into a world of sculptural elegance, layered contrast, and sensory engagement. It unfolds like a gallery—deliberate, refined, and emotionally resonant. The result is a transformative retail environment that sets a new benchmark for cosmetic merchandising. With every step, customers are encouraged to pause, explore, and engage—experiencing firsthand Hyundai’s commitment to design, innovation, and elevated customer journeys.