Hyundai Department Store
The popup at The Hyundai Seoul, which is at the center of trends and boasts an overwhelming floating population, began with organically designing the space and operational processes by precisely predicting the characteristics of a venue where massive crowds gather.
In a large open space where brands compete fiercely, we filled the entire storefront with Eheya Seoul's unique visual density, immediately drawing the footsteps of many. In particular, to align with the futuristic architecture of The Hyundai Seoul, we boldly chose to exclude rigid, traditional designs. This is a trace of our deep consideration to reinterpreting tradition through a modern lens support, rather than staying in the past.
Given the nature of a dessert pop-up where massive crowds gather simultaneously, designing operations that prevent bottlenecks on-site and provide a pleasant experience was more important than anything. To ensure that the brand's unique sensibility and dignity were not lost amid the rush of orders, we precisely structured every step, from the customers' movement paths to the packaging and delivery of the products. Through this high-end operation that seamlessly controlled high-density crowds, we were able to fully complete an immersive gastronomic journey even within a complex space.
Even amidst the surging crowds, a deep effort was poured into perfecting the packaging details in order to deliver a flawless brand experience to every single takeout customer. In particular, the commemorative seal-style stamp sticker designed as a closure for the packaging bags maximized operational efficiency in a busy on-site environment, while simultaneously serving as a clever touchpoint that intuitively conveyed a warm, nostalgic analog feeling of collecting stamps as a child to those receiving the product. Beyond the simple act of packaging a dessert within a complex retail space, it was a sophisticated device that allowed customers to possess the brand's unique sensibility and experience.
