[Provided by Hyundai Department Store]
[Provided by Hyundai Department Store]

Hyundai Department Store is running the "Edit Dept, Neo Local" pop-up store on the first below-ground floor of The Hyundai Seoul through Sept. 30, showcasing locally rooted brands from across the country.

More than 20 brands are taking part, spanning fashion, beauty, living and food. Among them are artist So Dong-ho's "Seoul Street Chairs," a reinterpretation of street seating found around Seoul; Kiim Studio, which draws on traditional quilting techniques from Daegu; and Gotae, which reimagines the curved lines of the traditional Korean "gat" hat as tableware.

The pop-up also features a documentary with interviews of writers and illustrators who contributed to regional magazines in Daegu, Busan, Cheongju and other cities since 2022, alongside video content documenting Park Chan-yong's collaborations with local artisans to develop products. The AI shopping assistant "heydi" offers audio guides in Korean and English on each brand's story through a digital passport.


andy@heraldcorp.com