To celebrate the grand opening of Hyundai Department Store in Pangyo South Korea, FormRoom were invited to originate designs and provide technical drawings for an array of bespoke installations and a stunning window scheme series. Inspired by ‘Around the World in 80 Days’, FormRoom translated the brief into a visionary world full of innovative inventions, hybrid vehicles and whimsical rides – all with a modern twist.
Our brand strategists delved into the Hyundai customer by first conducting market research and consumer insight, considering the customer needs and behaviours. We identified a need to engage the family unit within the in-store experience and encourage social media opportunities.
We distilled the insights and translated this into the initial concepts. The result: a highly visual and creative store experience that transported the Hyundai customer into an escapist adventure through in-store installations and window schemes. All of which displayed the high-end luxury products available at the department store.
Throughout the store, customers are immersed into the spectacle of a fictional voyage through wonderful oddities of disproportionate scales. Inspired by adventures of the sea, FormRoom designed a show-stopping leather whale that is steered by a mannequin and accompanied by fish encased in acrylic bubbles. Elsewhere, weird and wonderful vehicles are the centrepieces to elegant mannequins, including a giant rose-gold flying propeller, delicate unicycles with silver wings and a hybrid penny-farthing and Ferris equipped with plants and a leather seat.
Communicating a modern aesthetic, FormRoom designed an interior window scheme that was to be extremely high-end, furnished out of luxurious materials and to showcase unforgettable design. To capture the imagination of Hyundai customers, FormRoom produced a bespoke rose gold bicycle with contrasting silver wings that is suspended in a sky of geometric clouds. This is paired with two window schemes that display an abundance of silver miniature ships in a sea of waves.
