40 Years of Hyundai Department Store Main Store
To commemorate the 40th Anniversary of the Apgujeong Main Branch, a key visual reinterpreted brand heritage by merging the 'Swan' symbol with natural landscapes, rendered in a bespoke woven textile using the brand palette. This approach visually translates Heritage and Dignity through craftsmanship and modern abstraction. Operating under the slogan “Since 1985,” the visual was expanded into a graphic system and applied across all packaging and emblems, allowing customers to naturally experience the brand's legacy.
Key Visual
Creative Direction: Ee-rang Park
Art Direction: Hyunsong Lee, Hyewon Kang
Design Management: Hyunsong Lee, Hyewon Kang
Artwork: Gyung-eun Chung
Campaign
Creative Direction: Ee-rang Park
Art Direction: Hyunsong Lee
Design: Day Kim
Design Collaboration: Pentagram
Photography: Kim Si-jin (On-site), Kim Jin-sol (Application)
THE HYUNDAI SEOUL Souvenir Collection
A curated line of branded goods for the gift store at THE HYUNDAI SEOUL.
THE HYUNDAI
Project Production: Hyundai Department Store Group
Creative Direction: Eerang Park
Project Management: Sooeun Kim, Jinkyung Park
Design Direction: Hyunsong Lee, Day Kim
mhtl.official
Art Direction: MHTL
Graphic Design: MHTL
Production Design: KioskKiosk
Photo: Kyeonghee Kang
THE HOUSE H
Graphic identity for a specialty floor within the department store.
Project Direction: Hyundai Department Store Design Team
Design: Ohezin
Logo Customization: Peter Biľak
BOTANIC HOUSE
Identity development for Botanic House, a key space at Hyundai Department Store Mokdong. The naming and spatial concept were crafted to leave a lasting impression—an experience visitors would remember after just one visit.
Hyundai Department Store Team
Creative Direction: Eerang Park
Art Direction: Yoonkyung Eom
Design: Hyewon Kang
Project Management: Yoonkyung Eom, Hyewon Kang
Illustration: Kimi
Repositioning Strategy and Visual Plan for Hyundai Department Store Mokdong
Our aim was to communicate the intent behind the renewal by illustrating the emotional behaviors of the target audience within the newly designed store space. The visuals, planned as a sequence, convey both information and atmosphere in a pleasant and refined tone, offering a subtle yet engaging brand experience.
Visual Plan for Hyundai Department Store Mokdong
- Hyundai Department Store Team
Creative Direction: Eerang Park
Art Direction: Yoonkyung Eom
Design: Yoonkyung Eom, Hyewon Kang
Project Management: Yoonkyung Eom, Hyewon Kang
- Project Team
Photographer: Texture on Texture
Campaign Lettering & Graphics: Sunny Studio (Cheolhee Park)
Shooting Planning & Visual Direction: a.r.e (Yongheon Jang, Hyunei Kim)
Fashion Styling: Sunyong Park
Hair & Makeup: Minji Kim
Models: Sojin Kim, Jungin Yoon
- Editorial
Editorial Planning: Sikshinsul
Editorial Design: Jinhui Moon
Editorial Illustration: Seongheum Cho
Repositioning Strategy and Environmental Graphics for Daejeon Outlet
Led the repositioning strategy and design direction for the store’s reopening. By transforming the natural environment in front of the store into a key attraction, the project aimed to draw customer footfall and evoke joy. Inside the store, visuals depicting delighted customers were integrated throughout the space, reinforcing emotional connection. A bold main color was strategically selected to create a strong visual impact and unify the spatial experience.
Creative Direction: Eerang Park
Art Direction: Yunkyung Eom
Design & Project Management: Yunkyung Eom, Bitirang Kim
Illustration: Yeji Yun
Infographic Image: popurri
Archival Image: seoul_journal
ART STAGE 2023
Seasonal visual art direction for a department store. Continued visual exploration of how women are portrayed. Advertising, spatial graphics, etc.
Creative Direction: Eerang Park
Art Direction: Yoonkyung Eom
Design: Bitirang Kim
Project Management: Yoonkyung Eom, Bitirang Kim
Photography: Rala Choi
Model: Mijeong Kwon
Fashion Styling: Hyunwoo Kim
Makeup: Seona Nam