HYUNDAI LUXURY STORE, SEOUL

This luxury behemoth set over seven floors, is cladded with marble and hosts luxury and domestic brands from Louis Vuitton to Lalique, from Kenzo to Kimichi. But unlike the Selfridges or Galleries Lafayette, South Korea’s department stores are essentially concession spaces which lack the through-store experience of a luxury retail destination. The challenge was to strategically shift Hyundai to a become a true luxury retail destination with a cohesive store-wide marketing strategy. By creating floor by floor retail journeys and understanding customer ‘wants and needs’, we enhanced the Hyundai brand authority and generated a real ‘reason to return’. The strategic through-store brand approach was developed in collaboration with London based JHP who developed the retail master-planning, circulation and architecture design. This ongoing strategy was applied across the estate of Hyundai Department Stores and included cultural event and lifestyle activities, fashion shows, celebrity associations, staff training initiatives and seasonal calendars.