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Reopening the Daegu branch of South Korea’s most prestigious department store.

Create the Future.

We’ve designed a vibrant campaign to promote the reopening of the Daegu branch of the Hyundai Department Store. With an entirely new floor, designed by Jaime Hayon, an art installation by Cyril Lancelin, a roof-top garden and a brand new café, the store sets new standards for contemporary retail. To bring the campaign to live we have devised a playful series of geometric shapes, each symbolizing a fundamental concept connected to the future such as protecting our environment, human connectivity, and the forging of new friendships in a rapidly evolving digital landscape. The campaign was rolled out across a spectacular on-site LED screen, large format billboards, digital OOH, in-store merchandise, social media and web channels.

Poster billboard as part of a campaign for the Hyundai Department Store in Daegu.
Poster billboard as part of a campaign for the Hyundai Department Store in Daegu.
Poster billboard as part of a campaign for the Hyundai Department Store in Daegu.
Poster billboard as part of a campaign for the Hyundai Department Store in Daegu.
Poster billboard as part of a campaign for the Hyundai Department Store in Daegu.
Poster billboard as part of a campaign for the Hyundai Department Store in Daegu.
Colourful pin as part of a campaign for the Hyundai Department Store in Daegu.
Colourful pin as part of a campaign for the Hyundai Department Store in Daegu.

We devised a unique set of shapes, each representing a concept linked to ‘Creating the Future’, such as protecting the environment or forging new friendships.

Super graphics as part of a campaign for the Hyundai Department Store in Daegu.
Super graphics as part of a campaign for the Hyundai Department Store in Daegu.
Super graphics as part of a campaign for the Hyundai Department Store in Daegu.
Shopping bag design as part of a campaign for the Hyundai Department Store in Daegu.
Shopping bag design as part of a campaign for the Hyundai Department Store in Daegu.
Shopping bag design as part of a campaign for the Hyundai Department Store in Daegu.
Shopping bag design as part of a campaign for the Hyundai Department Store in Daegu.
Floor guide design as part of a campaign for the Hyundai Department Store in Daegu.
Floor guide design as part of a campaign for the Hyundai Department Store in Daegu.
Floor guide design as part of a campaign for the Hyundai Department Store in Daegu.
  • Project Team
    Jonas Zieher, Marius Rother, Maximilian Haslauer
  • Collaborators
    Ee Rang Park, The Hyundai Department Store Design Team, MMPX