A Comprehensive Rebranding For Hyundai's Outlet Store

Thonik undertook a comprehensive rebranding project for the Hyundai Department Store's Outlet Store located in Dongdaemun, Seoul. Acknowledging the evolving retail environment and how consumers connect with brands, the project sought to integrate the area's rich cultural legacy with a modern vibrancy. Thonik aimed to transform the Outlet Store into more than just a shopping destination, instead envisioning it as a reflection of the local community's energetic character. Central to this initiative was the development of a unique wayfinding system featuring distinctive pictograms, symbolizing the store's open and inviting approach to retail and customer experience. The project exceeded expectations, achieving a remarkable 66% sales growth on opening day.