The Hyundai Seoul

The Hyundai Seoul opened in February 2021 at 108 Yeoui-daero in Yeongdeungpo-gu as the Hyundai Department Store Group’s flagship modern retail concept, occupying the retail floors of the Parc.1 mixed-use complex on the northwestern edge of Yeouido. The property covers roughly 89,000 square metres of leasable space, and the Parc.1 development was designed by Rogers Stirk Harbour + Partners with a central atrium that runs the full height of the retail block.

The tenant plan reflects a deliberate departure from the traditional Korean department store format. Rather than layering identical luxury floors across brand-agnostic mid-tier volumes, The Hyundai Seoul operates as a curated specialty retail environment with a heavy weighting toward Korean and Japanese contemporary designers alongside the European maisons.

The luxury slate runs deep. Balenciaga, Bottega Veneta, Bulgari, Burberry, Celine, Chanel, Chrome Hearts, Coach, Dior, Fendi, Ferragamo, Gucci, Hublot, Isabel Marant, IWC, Jimmy Choo, Kenzo, Lanvin, Loewe, Louis Vuitton, Maison Margiela, Max Mara, Miu Miu, Montblanc, Polo Ralph Lauren, Prada, Saint Laurent, TAG Heuer, Thom Browne, Tiffany & Co., TOD’S, Tom Ford, TUDOR, Valentino, and Van Cleef & Arpels all trade under the roof. Beauty runs comparably deep through Acqua di Parma, Byredo, Creed, Diptyque, Frederic Malle, Jo Malone London, Le Labo, and Maison Francis Kurkdjian, with the Estee Lauder and Hera counters covering the mass-prestige category.

The property’s most distinctive category weighting is home and lifestyle. Herman Miller, Miele, Villeroy & Boch, West Elm, Williams Sonoma, WMF, and TEMPUR run alongside a Fissler cookware floor and a Simmons bedding position, which is an unusually deep home slate for a Korean retail environment. Athletic and outdoor covers Arc’teryx, Alo Yoga, Lululemon, Malbon Golf, Montbell, Nike, On, Patagonia, PXG, Salomon, and The North Face. Food and beverage runs through Eataly, Blue Bottle Coffee, Five Guys, Joe & The Juice, and a rotating cast of specialty coffee and dining formats.

The Hyundai Seoul’s opening in February 2021 was widely reported as the highest first-year sales performance of any Korean department store at launch, driven by a mix of domestic revenge spending, the Yeouido office density, and the property’s positive social media reception. The building continues to serve as the operating template for the Hyundai Department Store Group’s newer specialty-format assets, and the Parc.1 co-located hospitality and office floors give the mall a consistent daytime and evening footfall pattern that pure retail podiums cannot match.