©Kyungsub Shin

由理查德·罗杰斯（Richard Rogers）操刀设计的首尔现代百货商场位于首尔汉江汝矣岛商圈，项目于2008年开始设计建造，内部空间超8万平方米。项目最初定位为传统购物中心，遗憾的是，在建筑立面和板梁刚完工之时，原开发商终止了该项目，使其一直未能完工。现代集团认为，利用典型的百货大楼创建一种新型混合商业模式，模糊传统商场和购物中心之间的界限，不失为一个良机。基于此构想，现代集团与开发商签订了长期租赁协议，项目于2021年春季正式开业，成为了首尔最大的百货商场。

Hyundai Department Store is located near the Han River in the Yeouido commercial district, which primarily consists of offices and residential with a high-end demographic. The building was designed by the architect Richard Rogers and was originally developed and built back in 2008 as a traditional shopping mall, however, only the façade and interior slabs were finished before the original developer stopped the project and it sat unfinished since then. With over 80,000 sqm of space, Hyundai looked at the building as an opportunity to take their typical department store and create a new hybrid model that blurs the line between a traditional department store and a shopping mall. Based on this vision they signed a long-term lease and the project opened in the spring of 2021 as the largest department store in Seoul.

01

设计愿景

Design Vision

CRTKL希望在城市中心打造出一片森林绿洲，让人们既能享受到自然的宁静，又能探索丰富多彩的生活方式。设计以让人们放松身心为理念，以自然为基调，与开放式空间充分结合。

CRTKL's overall design narrative was based on the concept of a forest oasis in the middle of the city with the driver of this idea to create a place that could provide the soothing calmness found in nature while also offering a wide variety of programs to explore. This idea of a calming design is accented by nature and tied to a diagram based on the principle of promoting open space.

设计有三个主要原则：第一，让人们感到自己仿佛置身于别致的度假胜地；第二，获得探索的新鲜感；第三，从商场的精心规划中获得良好的体验。项目整体定位既高端精致又平易近人，能够吸引各类消费人群，提供一系列聚焦生活方式的体验。

The three driving principles that we wanted to weave throughout the design narrative were the feeling of a refined resort, a sense of discovery, and strategic points of curated experiences. Hyundai wanted the overall positioning of the project to feel upscale and sophisticated but also approachable and welcoming to a wide audience. In general, they wanted to redefine the meaning of luxury through a series of lifestyle-focused journeys.

©Kyungsub Shin

现代集团希望利用现有建筑楼板和整体空间，将大部分面积用于公共空间和基础设施而非出租，使其有别于传统百货商场；这也是CRTKL团队设计方案的基础——最终打造出了与传统百货商场空间布局、设计理念、设计模式截然不同的复合性购物中心。

When CRTKL first started looking at the program, along with the existing building floorplate and overall size, there was an early commitment and desire from Hyundai to dedicate a large portion of the overall area to public space and amenities. Obviously, they could have done the opposite and tried to create a typical department store diagram by filling the space with as much leasable area as possible but the decision not to do that drove all of our design choices and ended up creating something very different in the market. This created a diagram and approach to the physical volume of the space that was very different than the traditional department store model and achieved the goal of creating a hybrid department store/shopping mall experience.

02

设计方案

Design Solutions

# 功能分区 #

Function Zoning

项目涵盖三大区域：负二层到负一层主要面向年轻群体，以餐饮服务为主；一至四层以化妆品、时尚和生活方式产品为特色；五至六层设有空中花园区，主要提供公共聚集场所、儿童用品零售和综合休闲设施。

The overall program consists of three major zones. B2 through B1 which is youth and food and beverage focused, L1 through L4 which features cosmetics, fashion and lifestyle shopping, and L5 through L6 Sky Garden district which focuses on public gathering space, children’s retail and programmed amenities. This further breaks down as follows:

- 负二层主要为Z世代和千禧一代生活方式零售区，由韩国本土公司Betwin Space设计

- The lower basement focuses primarily on Gen Z, millennials lifestyle retail, and was designed by Korean based Betwin Space,.

- 负一层包括美食街和超市，由韩国本土公司Kesson设计

- The upper basement consists of a food hall and marketplace and was designed by Korean based Kesson.

- 一至四层以奢侈品、本土时尚、女装和男装系列、家用电器和百货商店为特色，由CRTKL与加拿大的Burdifilek合作设计

- L1-4 features luxury fashion, local fashion, women’s and men’s collections, home and electronics, and the department store program, designed by CRTKL in collaboration with Canadian based Burdifilek who designed the central department store.

- 五层以大型室内公园和儿童用品零售为特色，由CRTKL与韩国Allee（景观设计公司）合作设计

- L5 is highlighted by a large indoor park and a children’s retail street designed by CRTKL in collaboration with Korean based Allee as the parks landscape designer.

- 六层主要是餐饮及综合休闲设施空间，由CRTKL设计

- L6 focuses primarily on food and beverage plus a large variety of programmed amenity spaces designed by CRTKL.

©Seunghoon Yum

# 空间与流线 #

Space and Circulation

基于创建开放式空间的设想，内部空间尽可能保持了视线的通透性。设计团队并未设计店面，并限制了高展示墙的数量，模糊了公共空间和零售空间之间的界限。百货商场的走廊通常都比较狭窄，为了进一步遵循开放式空间理念，CRTKL按照购物中心公共区域的尺度要求，设计了更为宽敞的走廊。

Based on this idea of open space, when CRTKL looked at the diagram our goal was to keep sightlines as open as possible to give the sense that you were within a very uncluttered and open volume with views from one end to the other. We placed the department store program right in the center but purposely kept it very open with no storefront and we limited the amount of high display walls to help blur the line between common space and retail space while keeping view corridors transparent throughout. To further express the idea of openness we also purposely maintained the existing wider shopping mall proportioned common area walkways even though corridors in department stores are typically much narrower.

设计强调干净简约：色调素雅的材料、简单自然的雕塑形体、内敛的细节；融入了如瀑布花园等一系列景观元素。

We took a very clean and minimal approach to the design with a limited palette of materials, simple organic sculptural forms, reserved details, and the strategic use of landscape elements including a series of cascading waterfall gardens.

©Seunghoon Yum

百货商场与周边空间相融合：入口处采用开放式设计，各类咖啡馆和休闲空间尽显眼前，打造出一系列垂直堆叠的社交空间，成为融合多样性、引人入胜的目的地。

The department store massing purposely engages with the space, opening out at the ends to expose a variety of cafes and lounges creating a series of social rooms that stack vertically and provide a sense of activity as well as a destination draw.

©Kyungsub Shin

空间布局设计基于一条主环形动线，采用宽敞的开放式挑空设计，构建出强大的垂直连接。中心区域为开放式百货商场，外围是现代集团的零售区域，沿环线设计的一系列艺术品和景观，可供人们驻足欣赏，增添趣味。所有区域均为全开放式设计，弱化门店界面，展现强通透性。

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

将大面积的出租区打造成为公共空间和特殊设施，也为低层零售区和高层目的型和休闲业态之间提供了过渡区。

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.

公共区域的设计和整体布局充分契合百货商场的需求，采用高低起伏的锤纹反光金属天花板，增添流动感，让空间无缝连接。

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

# 室内设计 #

Interior Design

独立品牌店和现代专营商品区延续了开放通透、干净利落的设计理念。我们为这些品牌店设计了标准的店面样式，有助于对整体立面效果进行统一，并保持完全开放的店面格局。该一致性应用于一至四层，各个楼层之间则根据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

各专营商品区通过不同的陈列特点展现出不同品类，同时整体设计均遵循极简主义、色调素雅、形式简约等基本原则。如内衣店区域就充分体现了这一理念，通过采用简单的磨砂玻璃，呈现出轻盈的漂浮感。

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

女装鞋区采用了极简主义设计，布局干净整洁，营造出舒适亲切的氛围。这种流线型设计美学带来了既奢华又朴实之感。空间内摆放雕塑作品等艺术装置，各装置之间保留较大的距离，确保足够舒适的流线体验。靠后的区域设有可提供优质服务的休息室。

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

电子产品区域经过精心策划，呈现科技感的同时，又不会显得太高冷或过于缺乏生机。

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馆式布局创造出各类小型场景空间，让顾客可以更加关注产品，同时想象哪些产品可以更好的陈列家中。

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

儿童用品区的设计新颖独特且精致美观。各个分区基于商品类别采用不同的设计风格，在总体上依旧遵循统一的设计手法，给人丰富多样感觉的同时，确保了整个项目和谐统一。

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

# 特色空间 #

Featured Spaces

位于五层空中花园内的“声音森林（Sound Forest）”是项目的标志性空间，设计模糊了室内和室外的界限。这个3,300平方米的公园般的空间内有30多棵树，绿荫葱葱；同时，这里也为大型活动提供了休息和聚会场所。场地可以举办如时装秀、音乐会、文化展览和美食品尝等在内的各类活动。如同城市公园一样，它已成为该商圈主要的公共聚会场所，也是整个项目的焦点所在。

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

商场内提供的便利设施超过了大多数的购物中心，不仅为人们提供了乐趣无穷的购物体验，还设置了可提高与顾客互动的空间，让顾客喜欢驻留在此。项目提供了除办公场所和家庭场所之外的第三空间，让人们可以尽享生活。

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层可以俯瞰“声音森林”，这里设有餐饮服务及现代集团的专营配套设施，其主要功能是名为“文化之家（Culture House）”的社区中心。

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

此中心包括报告厅、活动大厅、日托所、舞蹈室，以及可开设计算机、绘画和烹饪等各种课程的空间场所。“文化之家”的旁边是一个可展出200多件美术作品的“现代美术馆”，项目开业庆典期间，在该美术馆内举办了安迪·沃霍尔的作品回顾展。

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

除了各类丰富的设施，这里还设有三个等级的VIP俱乐部，包括铂金和黑茉莉休息室。黑茉莉休息室是现代集团最高档的休息室。空间设计旨在营造如同私人酒店大堂般的氛围，为顾客提供热情周到的服务，设有高档休闲场所，提供餐饮和个人购物服务。

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

铂金贵宾厅是平静的禅意空间，设计细节与整个项目相得益彰。

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

©Kyungsub Shin

商场还为40至60岁的女性顾客提供了专属的聚会场所，她们可以在这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

这些特色空间不仅为顾客提供了休闲购物的场所，更给予了网购无法获得的、更有意义的零售体验，成为了设计的主要驱动力。现代集团非常注重引进新潮且优质的时尚零售品牌、奢侈品品牌，以及最受欢迎的线上品牌、一流实体店、无缝零售概念，如亚马逊和30余个化妆品牌。

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

挑战&机遇

Challenges and Opportunities

零售业正在经历巨变，仅凭优秀的设计无法应对零售商和开发商面临的所有挑战。要想有所突破，需要调整过去的财务模型，制定更具针对性和渐进性的租赁策略，扩大运营部门的职责范围。零售、酒店、文化、社交、休闲和私人空间之间的界限越来越模糊。我们需要调整当前思维模式来顺应这种趋势。

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

基于自然的休闲理念、结合一系列特色设施及项目，以及广泛而有特色的零售产品组合，现代集团打造了一种所谓的“零售疗法”，即通过大胆的决策，将50%的区域设计成公共空间，提供了一个优于传统商场的体验环境和社交场所。2021年商场正式开业，当顾客们首次进入我们设计的公共空间时，他们感到非常惊艳。在这里，人们既可以融入整个环境，也能够拥有个人空间，整个场所不仅令人兴奋、与众不同，又让人感到身心放松、毫无压迫感。

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

凭借创纪录的开业周末销售额以及持续的同比增长，现代首尔百货商场的实践表明，设计团队和开发团队之间良好的合作有助于制定致胜策略，应对零售市场当前和未来的挑战。即使是在疫情最为严重的时期，通过提供更有意义和更吸引人的体验，顾客依然会继续光顾线下购物中心。

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.

作为洛杉矶环境工作室的联席主管，Kevin Horn专精商业室内设计，涉及的项目类型包括零售、娱乐和综合体项目。Kevin擅长以体验为导向的室内环境、环境图形和标识系统的概念化和设计，并且多次获得国内及国际大奖。

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.