This is the brand design for Hyundai Department Store's premium online shopping platform, 'The Hyundai Hi'. Unlike domestic e-commerce, which has focused on speed and price competition, the focus was on transferring the experience of browsing a department store and discovering unexpected products to a mobile environment.
The brand and digital experience were developed by Base Design. Centered around the friendly greeting 'HiHi,' the naming, brand strategy, visual identity, art direction, and UI/UX were designed. Approximately 3,000 brands are organized into shop-in-shops and curation spaces, where users can leave 'Gems,' which are in the form of sparkling jewels, on products, brands, and content they are interested in. Collected Gems express personal tastes, compose recommendation feeds, and serve as a means to share discovered products with other users.
Curators suggesting cultural figures and tastes, 'Me Space' where users configure their own personal spaces, and live broadcasts and editorial content were integrated into the shopping experience. The internal team expanded the brand language through advertisements utilizing the Gem collection and the stylist survival program 'Kill It'. Base Design announced that the number of users reached 700,000 in the first month of launch. With a focus on exploration and engagement rather than purchasing efficiency, The Hyundai Hi is an example of expanding the role of a department store from a mere product sales space into a digital cultural platform where tastes and content circulate.
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