Commercial  ·  Interiors

A Step Into Zen

July 17, 2023

words by Joel Wong

images courtesy of Yongjoon Choi Photography

Whether retail or restoration, The Hyundai Seoul, tastefully designed by Canadian design firm Burdifilek, makes it abundantly clear that there is something for everyone.

Stepping into The Hyundai Seoul, South Korea’s largest department store, puts the term “retail therapy” into perspective. From the indoor trees, natural light and a sculptural 12-metre-high waterfall to zen design elements and sprawling spaces, the shopping centre is designed by Toronto-based interior design firm, Burdifilek, with the aim of creating a calming shopping experience. 

The team at Burdifilek, a firm renowned for creating beautiful and considered spaces for global brands, envisioned The Hyundai Seoul as a visionary, multi-leveled destination combining business, shopping, and leisure in a single complex. Spanning over 89,100 square metres, the Burdifilek team was responsible for designing three of the 12 floors including a central atrium topped with a lightwell.

Well-being and tranquillity are elements that extend through the core of the building to funnel sun into the expansive floor plan. All of the retail spaces are organised around the atrium, which doubles up as a green belt to provide tranquil views of greenery and water from every vantage point. Utilising soothing elements within the atrium, which is visible throughout all levels of the shopping centre, the interior spaces are nourished by abundant natural light drawn in through a skylight extending through the core of the building.

The team wanted to introduce a new concept in shopping environments while forging a history by redefining the future of retail, including design elements that focused on abundant greenery, expansive floorplates, and the aforementioned Waterfall Garden which contributes to a memorable and relaxed customer experience set against a backdrop of avant-garde fashion and visually stimulating contemporary design elements.

“Hyundai’s vision was to allocate 50 percent of the floor plate to public spaces where people could socialise in a much more experiential environment than the typical mall experience has to offer,” says Diego Burdi, co-founder and creative director of Burdifilek. “In the end, our aesthetic was informed by Seoul’s surrounding landscape.”

The calming Waterfall Garden cascades through dancing water features with seating extending from its fluid forms. Stilted platforms housing trees and waterfalls that cascade into shallow pools from a height of up to 12 metres add to the overall zen-like ambiance of the complex.

Each of the three floors in which the team at Burdifilek was commissioned to design requires a totality in conceptualising. Drawing from their experience and expertise, the team was able to bring out the details of individual elements; from floors, to walls, ceilings, furnishings, fixtures, and materiality, to bring out the visual display elements, all tailored to the style of merchandise and the lifestyle trends of each floor.

The second floor, housing high-end womenswear, is a neutral gallery-like space with a subdued tonal palette. Instead of flashy colours, Burdifilek created interest through the use of flowing forms, contrasting textures and layers of reflective and translucent materials. Mirrored panels installed along the inner edges of the ceiling are rippled like water and create the effect of glancing up at a reflecting pond. Custom hanging fixtures were installed to create a feeling of lightness while indirect lighting emphasises the sinuous lines of the building.

The third floor features similar sculptural elements to those used on the second floor, but are contrasted with a bolder form. Colors used are darker, while the natural materials are juxtaposed with more industrial ones. Cobalt-blue ribbons are used to suspend clothing racks from an unfinished ceiling, while custom-built mirrored display cases allow the featured brands to take centre stage. In this modern retail emporium, the worlds of art, design and fashion collide to create a cultural experience that transcends beyond a mere shopping experience.

“Our philosophy was to create environments on each floor that would speak to a specific demographic, with a different design language while evoking nature in the spaces in various ways,” Burdi said.

“We also strived to create some commonality through sculptural elements that will resonate with the guests and give a physical experience of wandering and exploring.”

Through this ambitious project, Burdifilek’s vision was to create a strong and memorable experience for visitors to The Hyundai Seoul. Each of the floors within The Hyundai Seoul were designed to be easily approachable, while providing visionary design elements and color palettes that are both inspirational and aspirational, which reinforces Burdifilek’s reputation as an internationally renowned custom design studio.

Burdifilek is an award-winning interior design studio that transforms spaces to inspire possibility and purpose through design. Founded by Diego Burdi and Paul Filek in 1993, the firm puts creative intelligence, cultural relevance, and flawless execution at the forefront of all projects to create unexpected and expressive interiors for world-class brands around the globe.

For more information, please visit About Burdifilek.