Creating a retail icon in Seoul Korea

A expansive exterior and interior renovation concept for Hyundai Department stores COEX branch delivers an immediately recognizable retail destination. By utilizing signature architectural elements, the design reflects the volumes and activities within, while distinguishing the building from its competitors.

Comprised of multiple articulated volumes including elements of transparency related to the spaces within, the building shell enhancements convey the Hyundai COEX building as expressive and fashionable, encapsulated with a series of edge-illuminated unifying screens, allowing the multiple visible branded volumes to be seen from the exterior within the signature overall enclosure. The building comes alive with distinctive animated imagery and light effects, during both day and night, reinforcing the Hyundai identity as a leader in lifestyle retail and fashion.

Work completed while at Callison LLC


Seoul, Korea