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The idea for the project stemmed from a desire to redefine the conventional cosmetics floor and establish a bold visual identity for Hyundai. Instead of following department store norms, the concept celebrated the unique structural elements of space, particularly its many concrete columns. Rather than hiding them, the team transformed them into sculptural, origami-inspired features clad in powder-coated steel. A dual tone colour scheme and ceiling design added visual rhythm and a sense of movement, creating a dynamic environment that reflects Hyundai’s innovative brand vision. A muted matte palette was chosen to let each cosmetic brand shine, while grounding the overall experience in Hyundai’s refined and enduring presence.
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Located in Seoul—one of the world’s most trend-driven beauty markets—the project responds directly to its urban context and discerning consumer base. As one of the city’s largest cosmetics floors, the space was designed to reflect the pace, innovation, and aesthetic sophistication of South Korea’s fashion-forward culture. The concept supports brand individuality while offering a cohesive, elevated retail experience that mirrors Seoul’s position as a global beauty capital.
Although this particular project was not focused on sustainability. As conscious designers, we preserved as much of the original architectural envelope as possible and minimized the environmental impact by using power efficient lighting, sustainable paints, and minimizing the amount of waste contributed to landfill. Additionally, we always aim to have a positive rather than negative impact on the surrounding area of our projects socially, economically, and environmentally.
This project redefines the traditional cosmetics floor by rejecting the sterile “white box” aesthetic in favor of an immersive, emotionally resonant environment. BURDIFILEK imagined the space as a refined canvas, where contrast, depth, and material richness create a bold new language for beauty retail. A custom palette of white, dark grey blue, and gold anchors the space, subtly reinforcing Hyundai’s brand identity while allowing each cosmetic brand’s vibrant colors to stand out. Lighting plays a central role in the design. A custom track system paired with an open cell ceiling ensures product tones are lit accurately and attractively. All mechanical systems are hidden, eliminating visual clutter and creating a seamless, gallery-like experience. A darker floor absorbs light and reduces glare, further elevating the presentation of each brand. The team collaborated closely with the client to develop a cohesive design guideline, standardizing fixture heights, signage systems, and backlit elements. This ensures visual harmony across the floor and equal visibility for all brands, fostering a democratic, modern retail landscape. Departing from convention, the design offers a forward-thinking, elegant, and distinctly Hyundai experience—thoughtful, bold, and unforgettable.
The cosmetic floor at Hyundai Jungdong is very successful – It’s the first of its kind in South Korea. For the first time, a cosmetics floor features a bold architectural envelope, incorporating colour and form as a backdrop for a multi-brand space. It is far from the typical white-box approach, and we’re very pleased with the result.
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.
