Hyundai Engineering & Construction will run a pop-up store in Seongsu-dong, Seoul, to mark the 20th anniversary of the Hills State apartment brand launch.
Hyundai Engineering & Construction said on the 4th that it will open the "FIND MY HILLSTATE" pop-up store from the 4th to the 10th in collaboration with 29CM, a select shop operated by the fashion and lifestyle platform Musinsa.
This pop-up was prepared to introduce the newly refined brand identity (BI) and direction of residential services following the Hills State rebranding in June.
Hyundai Engineering & Construction presents three core values of Hills State: "Stylish Life," "Various Life," and "Comfortable Life."
The pop-up space will consist of a brand promotion zone, a customer experience zone, and a brand merchandise display area. Along with the new BI, it will also introduce Hills State's residential specialty offerings such as the sleep environment improvement service "Hey Sleep," the health management program "H Healthy Pleasure," and the education service "H Smart Study."
Hyundai Engineering & Construction plans to use this event to expand contact points not only with existing residents but also with younger generations who are future buyers of dwellings. The aim is to move beyond apartment brand marketing centered on dwelling products and strengthen brand experiences linked to lifestyle.
Earlier, to mark the 20th anniversary of Hills State's launch, Hyundai Engineering & Construction renewed the brand in June and reorganized its BI and residential service system. It has since been running a campaign to promote the new brand direction.
An official at Hyundai Engineering & Construction said, "We planned this pop-up so that existing residents and younger generations can experience the lifestyle that Hills State pursues."