空間布局設(shè)計(jì)基于一條主環(huán)形動(dòng)線，采用寬敞的開放式挑空設(shè)計(jì)，構(gòu)建出強(qiáng)大的垂直連接。中心區(qū)域?yàn)殚_放式百貨商場(chǎng)，外圍是現(xiàn)代集團(tuán)的零售區(qū)域，沿環(huán)線設(shè)計(jì)的一系列藝術(shù)品和景觀，可供人們駐足欣賞，增添趣味。所有區(qū)域均為全開放式設(shè)計(jì)，弱化門店界面，展現(xiàn)強(qiáng)通透性。

This detailed plan of L3 shows the typical retail level layout. You can see that the diagram was based on a singular primary loop with generous void openings creating a strong vertical connection. The central area bounded by the red dashed line is an open department store and the outer perimeter retail is Hyundai merchandised department store zones. The primary path of circulation consists of a singular loop that connects and transitions between the inner department store and the outer inline retail edge. This was programmed to have a series of art installations and pockets of landscape along the loop to create moments of interest and pause. All of these areas are fully open with very minimal storefront definition creating a strong sense of transparency.

?Seunghoon Yum

將大面積的出租區(qū)打造成為公共空間和特殊設(shè)施，也為低層零售區(qū)和高層目的型和休閑業(yè)態(tài)之間提供了過(guò)渡區(qū)。

The L5 and the Sky Garden district plan clearly show the commitment that Hyundai had in dedicating such a large amount of leasable area to public space and the creation of a unique amenity. This also created a strong transition from a more straightforward retail program below to a destination and leisure-based program above.

公共區(qū)域的設(shè)計(jì)和整體布局充分契合百貨商場(chǎng)的需求，采用高低起伏的錘紋反光金屬天花板，增添流動(dòng)感，讓空間無(wú)縫連接。

The design and overall pallet of this common area are related closely to the department store and are highlighted by a series of undulating reflective hammered metal ceilings that create the impression that one space flows seamlessly into the other.

?Seunghoon Yum

# 室內(nèi)設(shè)計(jì) #

Interior Design

獨(dú)立品牌店和現(xiàn)代專營(yíng)商品區(qū)延續(xù)了開放通透、干凈利落的設(shè)計(jì)理念。我們?yōu)檫@些品牌店設(shè)計(jì)了標(biāo)準(zhǔn)的店面樣式，有助于對(duì)整體立面效果進(jìn)行統(tǒng)一，并保持完全開放的店面格局。該一致性應(yīng)用于一至四層，各個(gè)樓層之間則根據(jù)不同的商品定位而采用不同的建筑材料。

To continue the sense of transparency and clean design we created a common storefront surround for the brand stores that visually organized the overall elevations and maintained fully open storefronts. This became a consistent detail from L1-4 with only a change in material per level based on the merchandise positioning.

?Kyungsub Shin

各專營(yíng)商品區(qū)通過(guò)不同的陳列特點(diǎn)展現(xiàn)出不同品類，同時(shí)整體設(shè)計(jì)均遵循極簡(jiǎn)主義、色調(diào)素雅、形式簡(jiǎn)約等基本原則。如內(nèi)衣店區(qū)域就充分體現(xiàn)了這一理念，通過(guò)采用簡(jiǎn)單的磨砂玻璃，呈現(xiàn)出輕盈的漂浮感。

The Hyundai-operated merchandise zones all took on a slightly different character to reflect the different categories while overall still maintaining the overriding principle of minimalism, limited pallets and simple forms. The lingerie department reflects this idea with a design of simple frosted glass that creates a serene floating effect.

?Seunghoon Yum

女裝鞋區(qū)采用了極簡(jiǎn)主義設(shè)計(jì)，布局干凈整潔，營(yíng)造出舒適親切的氛圍。這種流線型設(shè)計(jì)美學(xué)帶來(lái)了既奢華又樸實(shí)之感?？臻g內(nèi)擺放雕塑作品等藝術(shù)裝置，各裝置之間保留較大的距離，確保足夠舒適的流線體驗(yàn)?？亢蟮膮^(qū)域設(shè)有可提供優(yōu)質(zhì)服務(wù)的休息室。

A minimalist design presents a clean and uncluttered layout for Women’s shoes in a setting that feels very hospitality oriented. This streamlined design aesthetic creates a sense of luxury while still being approachable.The space is accented by fixtures that act as sculptural art installations and are generously spaced apart to allow for comfortable circulation while personal shopper lounges are discreetly located in the back to provide a higher level of service.

?Kyungsub Shin

電子產(chǎn)品區(qū)域經(jīng)過(guò)精心策劃，呈現(xiàn)科技感的同時(shí)，又不會(huì)顯得太高冷或過(guò)于缺乏生機(jī)。

Through a series of curated displays the Electronics department expresses as sense of technology without coming across as being too cold or too sterile.

?Kyungsub Shin

?Seunghoon Yum

家居用品和床上用品采用博物館式布局創(chuàng)造出各類小型場(chǎng)景空間，讓顧客可以更加關(guān)注產(chǎn)品，同時(shí)想象哪些產(chǎn)品可以更好的陳列家中。

Homeware and bedding are organized around a series of rooms within a room that create a variety of vignettes in a museum-like setting that allows the customer to focus primarily on the merchandise and envision it in their own home.

?Seunghoon Yum

?Kyungsub Shin

兒童用品區(qū)的設(shè)計(jì)新穎獨(dú)特且精致美觀。各個(gè)分區(qū)基于商品類別采用不同的設(shè)計(jì)風(fēng)格，在總體上依舊遵循統(tǒng)一的設(shè)計(jì)手法，給人豐富多樣感覺(jué)的同時(shí)，確保了整個(gè)項(xiàng)目和諧統(tǒng)一。

Lastly, the children’s department creates the perfect balance with a design that is both whimsical and sophisticated. All of these different department designs provide a sense of variety targeted to each merchandise category while still reflecting an overall consistent design vocabulary and approach that ties back to the larger project.

?Seunghoon Yum

?Kyungsub Shin

# 特色空間 #

Featured Spaces

位于五層空中花園內(nèi)的“聲音森林（Sound Forest）”是項(xiàng)目的標(biāo)志性空間，設(shè)計(jì)模糊了室內(nèi)和室外的界限。這個(gè)3,300平方米的公園般的空間內(nèi)有30多棵樹，綠蔭蔥蔥；同時(shí)，這里也為大型活動(dòng)提供了休息和聚會(huì)場(chǎng)所。場(chǎng)地可以舉辦如時(shí)裝秀、音樂(lè)會(huì)、文化展覽和美食品嘗等在內(nèi)的各類活動(dòng)。如同城市公園一樣，它已成為該商圈主要的公共聚會(huì)場(chǎng)所，也是整個(gè)項(xiàng)目的焦點(diǎn)所在。

Located on level 5 within the Sky Garden is the signature piece of the project called the Sound Forest. Designed to blur the lines between the indoor and outdoor this 3,300 sqm parklike space with over 30 live trees provides an intimate respite or a gathering space for larger events. This destination space can host a wide range of programmed activities including fashion shows, concerts, cultural exhibits food tastings, etc., and is anchored by an open trellised pavilion that houses an Eataly food hall. Just like a park in a city, it becomes the central public gathering place and focal point of the project.

?Kyungsub Shin

商場(chǎng)內(nèi)提供的便利設(shè)施超過(guò)了大多數(shù)的購(gòu)物中心，不僅為人們提供了樂(lè)趣無(wú)窮的購(gòu)物體驗(yàn)，還設(shè)置了可提高與顧客互動(dòng)的空間，讓顧客喜歡駐留在此。項(xiàng)目提供了除辦公場(chǎng)所和家庭場(chǎng)所之外的第三空間，讓人們可以盡享生活。

This level of amenity goes above and beyond what would be found in most typical shopping malls and not only provides a destination draw but it creates a major point of “stickiness” that gives customers a reason to spend time in the project. This provides a third space outside of work and home where people can feel comfortable coming to on a daily basis.

?Kyungsub Shin

在6層可以俯瞰“聲音森林”，這里設(shè)有餐飲服務(wù)及現(xiàn)代集團(tuán)的專營(yíng)配套設(shè)施，其主要功能是名為“文化之家（Culture House）”的社區(qū)中心。

Level 6 looks down onto the Sound Forest and is comprised of F&B as well as a wide range of Hyundai-operated amenities. The primary component of this amenity program is a community center called the Culture House.

?Seunghoon Yum

此中心包括報(bào)告廳、活動(dòng)大廳、日托所、舞蹈室，以及可開設(shè)計(jì)算機(jī)、繪畫和烹飪等各種課程的空間場(chǎng)所?！拔幕摇钡呐赃吺且粋€(gè)可展出200多件美術(shù)作品的“現(xiàn)代美術(shù)館”，項(xiàng)目開業(yè)慶典期間，在該美術(shù)館內(nèi)舉辦了安迪·沃霍爾的作品回顧展。

This facility includes a lecture and events hall, childre’s daycare, dance studios and classes on everything from computers to painting to cooking. Adjacent to the Culture House is the Gallery Hyundai which is capable of exhibiting over 200 works of art and featured an Andy Warhol retrospective for its grand opening.

?Seunghoon Yum

除了各類豐富的設(shè)施，這里還設(shè)有三個(gè)等級(jí)的VIP俱樂(lè)部，包括鉑金和黑茉莉休息室。黑茉莉休息室是現(xiàn)代集團(tuán)最高檔的休息室?？臻g設(shè)計(jì)旨在營(yíng)造如同私人酒店大堂般的氛圍，為顧客提供熱情周到的服務(wù)，設(shè)有高檔休閑場(chǎng)所，提供餐飲和個(gè)人購(gòu)物服務(wù)。

In addition to this extensive mix of amenities, three different tiers of VIP Clubs can be found here including the Platinum and Black Jasmine lounges. The Black Jasmine Lounge is Hyundais most exclusive lounge.This space was designed to feel like a private hotel lobby with a heightened sense of hospitality and service. For those lucky enough to have a membership this lounge creates a luxury-based retreat with catered food and personal shopper services.

?Kyungsub Shin

鉑金貴賓廳是平靜的禪意空間，設(shè)計(jì)細(xì)節(jié)與整個(gè)項(xiàng)目相得益彰。

The Platinum lounge creates a very calm and Zen-like environment that mimics the pallet and detail of the overall project.

?Kyungsub Shin

商場(chǎng)還為40至60歲的女性顧客提供了專屬的聚會(huì)場(chǎng)所，她們可以在這里和好友小聚及品茶。

It creates an exclusive meeting place for Hyundais large female 40-60 year-old based customers to socialize and have tea with their friends. This demographic typically spends a large portion of their day shopping, eating, and socializing and these types of spaces provide for that.

?Kyungsub Shin

這些特色空間不僅為顧客提供了休閑購(gòu)物的場(chǎng)所，更給予了網(wǎng)購(gòu)無(wú)法獲得的、更有意義的零售體驗(yàn)，成為了設(shè)計(jì)的主要驅(qū)動(dòng)力。現(xiàn)代集團(tuán)非常注重引進(jìn)新潮且優(yōu)質(zhì)的時(shí)尚零售品牌、奢侈品品牌，以及最受歡迎的線上品牌、一流實(shí)體店、無(wú)縫零售概念，如亞馬遜和30余個(gè)化妝品牌。

These featured spaces create reasons beyond just shopping for customers to come and spend their entire day here and provide something much more meaningful that can’t be found from online shopping. However, at the end of the day, the primary driver of the project is still about the retail experience and Hyundai put a lot of focus on introducing the latest and greatest in trendy retail brands, a lineup of luxury houses, popular online brands first location physical stores, frictionless retail concepts like Amazon and over 30 cosmetic brands.

?Kyungsub Shin

03

挑戰(zhàn)&機(jī)遇

Challenges and Opportunities

零售業(yè)正在經(jīng)歷巨變，僅憑優(yōu)秀的設(shè)計(jì)無(wú)法應(yīng)對(duì)零售商和開發(fā)商面臨的所有挑戰(zhàn)。要想有所突破，需要調(diào)整過(guò)去的財(cái)務(wù)模型，制定更具針對(duì)性和漸進(jìn)性的租賃策略，擴(kuò)大運(yùn)營(yíng)部門的職責(zé)范圍。零售、酒店、文化、社交、休閑和私人空間之間的界限越來(lái)越模糊。我們需要調(diào)整當(dāng)前思維模式來(lái)順應(yīng)這種趨勢(shì)。

The world of retail is going through monumental changes and what projects like Hyundai Seoul make clear is that good design alone will not solve all the challenges that retailers and developers currently face. To be successful past financial models need to adapt, leasing strategies need to become more targeted and progressive and operations need to be willing to take on a much larger role than in the past. The lines between retail, hospitality, cultural and social space, leisure and personal fulfillment continue to blur more and more and current thinking needs to adjust to respond to this.

?Seunghoon Yum

基于自然的休閑理念、結(jié)合一系列特色設(shè)施及項(xiàng)目，以及廣泛而有特色的零售產(chǎn)品組合，現(xiàn)代集團(tuán)打造了一種所謂的“零售療法”，即通過(guò)大膽的決策，將50%的區(qū)域設(shè)計(jì)成公共空間，提供了一個(gè)優(yōu)于傳統(tǒng)商場(chǎng)的體驗(yàn)環(huán)境和社交場(chǎng)所。2021年商場(chǎng)正式開業(yè)，當(dāng)顧客們首次進(jìn)入我們?cè)O(shè)計(jì)的公共空間時(shí)，他們感到非常驚艷。在這里，人們既可以融入整個(gè)環(huán)境，也能夠擁有個(gè)人空間，整個(gè)場(chǎng)所不僅令人興奮、與眾不同，又讓人感到身心放松、毫無(wú)壓迫感。

Through a strategy that promotes the calming value of nature, a significant mix of amenities and programs, and a wide range of unique retail offerings Hyundai created what they call “retail therapy”. Combined with their bold decision to dedicate what ended up being close to 50% of the area to public space where people can socialize in a much more experiential environment than the typical mall. Hyundai Seoul created the perfect response to customers’ concerns as they first started venturing back out into public spaces when the project opened in 2021. It allowed people to engage while also maintaining a sense of personal space and created a place that was exciting and felt different but at the same time was emotionally calming and not overwhelming.

?Seunghoon Yum

憑借創(chuàng)紀(jì)錄的開業(yè)周末銷售額以及持續(xù)的同比增長(zhǎng)，現(xiàn)代首爾百貨商場(chǎng)的實(shí)踐表明，設(shè)計(jì)團(tuán)隊(duì)和開發(fā)團(tuán)隊(duì)之間良好的合作有助于制定致勝策略，應(yīng)對(duì)零售市場(chǎng)當(dāng)前和未來(lái)的挑戰(zhàn)。即使是在疫情最為嚴(yán)重的時(shí)期，通過(guò)提供更有意義和更吸引人的體驗(yàn)，顧客依然會(huì)繼續(xù)光顧線下購(gòu)物中心。

With record-setting opening weekend sales and continued year-over-year growth Hyundai Seoul has proved that successful partnerships between the design and development teams can create winning strategies to address current and future challenges in the retail market and customers will continue to return to the physical shopping mall, even during the height of Covid, to venture back out to the shopping mall, as long as it provides a more meaningful and engaging experience.

#Author Bio（Lead Designer）

作者（設(shè)計(jì)主創(chuàng)）/簡(jiǎn)介

Kevin Horn

董事 Principal

作為洛杉磯環(huán)境工作室的聯(lián)席主管，Kevin Horn專精商業(yè)室內(nèi)設(shè)計(jì)，涉及的項(xiàng)目類型包括零售、娛樂(lè)和綜合體項(xiàng)目。Kevin擅長(zhǎng)以體驗(yàn)為導(dǎo)向的室內(nèi)環(huán)境、環(huán)境圖形和標(biāo)識(shí)系統(tǒng)的概念化和設(shè)計(jì)，并且多次獲得國(guó)內(nèi)及國(guó)際大獎(jiǎng)。

As a co-director of the Los Angeles Environments Studio, Kevin focuses on commercial interiors and specializes in the design of retail, entertainment, and mixed-use project types. Kevin’s expertise in the conceptualization and design of experience driven interior environments, environmental graphics and identity systems have led to the completion of many award winning projects both domestically and internationally.