The Galleria Luxury Hall West department store by Burdifilek
The 120,000-square-foot renovation of Seoul, South Koreaâ€™s Galleria Luxury Hall West comprised three womenâ€™s floors, one menâ€™s floor and a homewares floor. A complete departure from typical South Korean shopping mall retail â€“ made up almost entirely of shop-in-shops, with very little brand identity to the store itself â€“ its new design provides a blank canvas, highlighting products with a trademark viewpoint that is Galleria-specific.
â€œWe wanted a very elegant, neutral palette that evoked a lot of texture, but again created a really unique background for all of the brands,â€ explains Diego Burdi, creative director, Burdifilek. â€œWe didnâ€™t want to be so distinct with our visual opinions, so a brand could still feel comfortable living in it.â€
To create points of memory, and to lessen the visual vastness, the space is punctuated with exclusive design elements, including sculptural walls and a bean-shaped fitting room on a womenâ€™s floor, a sculptural room on the menâ€™s department floor, and specialty, decorative lighting details in homewares â€“ all referencing the storeâ€™s imaginative locale.
â€œThereâ€™s so much happening [with design in the South Pacific Rim] right now, and thereâ€™s a lot of play with paper, wood and stone,â€ says Burdi. â€œWe needed something that spoke of an Asian-inspired environment, and we thought we should probably go down this road.â€
Connecting with the project designersâ€™ intentions, VMSD judge, Michelle Isroff, vp, design, Big Red Rooster (Columbus, Ohio), said of the environment, â€œThey took a neutral box and really played up the textures, and the sculptural aspects of what they did feel cohesive â€¦ It would be intuitive to shop.â€
Galleria Luxury Hall West, South Korean shopping mall, Burdifilek, Asian-inspired environment, Michelle Isroff, intuitive shop