Have you ever wondered how The Hyundai Seoul plans its spaces? In fact, ever since The Hyundai Seoul first opened, they have reportedly received tour inquiries from numerous companies, organizations, and even individuals. To address this, The Hyundai Seoul operates a special experience program: the 'Benchmarking Tour,' in which all employees participate.

The Hyundai Seoul has redefined the formulas and grammar of existing retail spaces. This applies not only to architectural design but also to spatial composition and experience planning. This unique approach has garnered attention not only from the retail industry but also from all companies and planners contemplating offline experience design. As if to prove this, since its opening in 2021, inquiries have begun to pour in from domestic and international companies and individuals alike, asking how to learn from this example.

That is how The Hyundai Seoul Benchmarking Tour Program was created. It is a program where The Hyundai Seoul staff personally introduce and guide you through every corner of the space for about 50 minutes.

It reportedly started as a docent-style program conducted by the marketing team. However, individual inquiries gradually increased, eventually reaching a point where the marketing team alone could no longer handle it. Consequently, it has been established as an official program of The Hyundai Seoul since 2023. Currently, ambassadors are selected from across all teams at The Hyundai Seoul to operate the program. Employees from various departments, including Luxury, International Fashion, and Support, participate to share the story of The Hyundai Seoul, adding their own unique perspectives.

Since this tour began operating as an official program, the number of participants has reached over 6,000 . Thanks to word-of-mouth from the participants, when it first started as an official program, applications were fully booked for every session.

Participants in the tour gain an understanding of The Hyundai Seoul from various perspectives, including not only spatial design but also brand strategy, customer experience design, and content operation methods. In particular, CEOs and executive-level leaders at global companies reportedly describe it as "Unlike anything I've seen before" and "Impressive." There are even instances where entire teams from their companies come together to experience the tour, saying they will return with their employees next time.

Oh Eun-kyung, a manager in the Sales Planning Team overseeing the benchmarking tour, said, “By introducing The Hyundai Seoul, I realize that Seoul is establishing itself as a city that inspires the global community.” She also pointed out that while traditional culture or historical sites used to come to mind first when describing Seoul in the past, recently, “present-day Seoul”—including K-fashion, beauty, and music—is functioning as content in itself.

“The number of foreign visitors to The Hyundai Seoul is increasing year after year. Currently, customers from over 180 countries around the world visit, but I don’t think the reason is simply because of shopping. Many people want to experience the culture and lifestyle that Seoulites enjoy these days, as well as the latest trends in Seoul, at The Hyundai Seoul.”

A self-benchmarking tour map has been designed so that more people can experience The Hyundai Seoul 's docent service . Along with the store map created in collaboration with artist Seol Dong-ju, you can even listen to the audio docent on your personal mobile phone!

• You can pick up the self-guide map at the concierge desk on the 1st floor.

• Audio docents cannot be used for commercial purposes.