GARDE took on the challenge of designing a whole department store in the very center of Seoul, creating Korea’s first ever lifestyle mall in the center of a city with a total area of 40,000 square meters divided between 11 floors.
Hyundai City Outlets Dongdaemun is based on the model of a warehouse. Low-cost, without excess but balanced and stylish at the same time. Using the latest technology and operating with smart devices, it is made to be an hybrid place between technology and simplicity. Also hybrid in its composition, lifestyle complex from the B2F to 2F, starting from the 3F to the 8F it becomes a fashion outlet while restaurants are on the last floor.
The biggest challenge in the concept design of this project was to answer to the client request of limiting the costs as much as possible while creating an original and inventive environment and design. Through its design this Hyundai City Outlets is aiming to awake the playful spirit of its customers by giving them the same feelings as the ones they hold when attending a festival. In most outlets every floor is based on the same design but at Hyundai each floor holds a different design and has its own specificity and universe so customers will not only come to shop but also come to spend time and experience new things. It becomes a feast for the senses and the eyes. Starting with the marché at the B2F, the "festival" goes on and on by each floor passing until the 9th floor.
Hyundai City Outlets Dongdaemun becomes not only a regular outlet but a place to hang-out on a daily basis for people in Seoul