Experiential Design at Hyundai Department Store
Project Overview
Led the creative direction for Hyundai Department Store’s nationwide “Fly to Happiness” campaign, crafting a dynamic and immersive brand experience across digital, physical, and environmental touchpoints. Collaborated with Hyundai’s marketing and creative teams to transform the department store’s exterior facades, interior spaces, and digital platforms with vibrant 3D visuals and engaging animations.
The project featured our original character “Heendy,” developed with acclaimed artist Christoph Niemann, bringing a whimsical and joyful narrative to life through 3D motion graphics, digital installations, and interactive content. The campaign aimed to create a seamless and uplifting customer journey, blending storytelling with brand activation to enhance Hyundai Department Store’s brand identity and consumer engagement.
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Company
MUE STUDIO
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Year
Jan 2021 - June 2021
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Role - Creative Director
Design Lead | UX Strategy & Interaction Design | 3D Product Experience Design
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See proudct at
Hyundai Department Store
Vision & Strategy
Campaign Objective: To create a cohesive and joyful brand experience that visually represents the “Fly to Happiness” theme, enhancing customer engagement both in-store and online.
Creative Strategy: Develop a multi-sensory campaign using a blend of 3D animation, experiential design, and digital storytelling. The goal was to craft a vibrant and immersive environment that extended from the physical facade of the stores to digital and interactive media.
Audience Targeting: Focus on creating a family-friendly, imaginative experience that appeals to all ages, aligning with Hyundai’s brand values of joy and inspiration.
Creative Execution
Campaign Objective: To create a cohesive and joyful brand experience that visually represents the “Fly to Happiness” theme, enhancing customer engagement both in-store and online.
Creative Strategy: Develop a multi-sensory campaign using a blend of 3D animation, experiential design, and digital storytelling. The goal was to craft a vibrant and immersive environment that extended from the physical facade of the stores to digital and interactive media.
Audience Targeting: Focus on creating a family-friendly, imaginative experience that appeals to all ages, aligning with Hyundai’s brand values of joy and inspiration.
Ideation
“Present the Happiness,” blending surreal, cloud-inspired visuals with the playful 2D character ‘Heendy.’ The creative approach combined hyper-realistic elements with whimsical storytelling, offering a unique and uplifting brand experience that transformed physical and digital spaces into a dreamlike journey for visitors.
Sketches
Creative Process
3D Visual Design & Animation
Directed the creation of 3D animations and motion graphics for the e-Hyundai website, digital displays, and exterior LED screens.
Developed interactive animations that enhanced customer interactions with the brand, contributing to a memorable in-store experience.
Designed dynamic visuals for both the exterior and interior of all Hyundai Department Store locations, ensuring a consistent brand experience.
Environmental & Digital Activation
Oversaw the implementation of the campaign visuals on large-scale exterior facades of department stores across South Korea.
Executed a full suite of digital assets, including website animations, in-store posters, and environmental graphics.
Integrated interactive content within the store, creating a cohesive brand journey from exterior engagement to interior experience.
Cross-Functional Collaboration
Led a multidisciplinary team of 3D artists, animators, and content creators to bring the campaign vision to life.
Coordinated with Hyundai’s marketing and design teams to align creative executions with strategic business objectives.
Result & Impact
Enhanced Brand Visibility: Increased foot traffic and customer interaction through impactful exterior and interior visuals.
Engagement Metrics: Achieved a significant increase in digital engagement on the e-Hyundai website, with animated content driving higher interaction rates.
Consumer Feedback: Positive responses from visitors and stakeholders, praising the vibrant and inviting brand experience.
Media Exposure: The campaign garnered attention from media outlets and contributed to Hyundai’s brand positioning as a leader in experiential retail environments.
Business Influence: The success of this campaign influenced future brand activations and digital strategies, emphasizing the power of integrated experiential design.
Reflection
This project showcased my ability to blend creative vision with strategic execution, leveraging both physical and digital platforms to create a unified brand experience. Leading this campaign reinforced my expertise in experiential design and creative leadership, demonstrating my capability to manage large-scale creative projects that drive engagement and amplify brand identity.
HERE MORE STORIES
Pending publishment due to confidentiality!
Because of the confidential nature of the work, I can't publicly share artifacts from my design process, but I'd be happy to show them to you in person if you'd like.
Feel free to reach out.