At the opening time of The Hyundai Daegu, lines of people rush to buy donuts from Old Ferry Donut. The Creative Ground on the second basement level of The Hyundai Daegu, which has recently completed renovations, is now filled with such hot spots and emerging domestic brands. The Hyundai Daegu is the second runner-up of 'The Hyundai' to follow the success of The Hyundai Seoul. Through this renovation, it has been reborn as a stylish space and is becoming a playground for the MZ generation. If The Hyundai Seoul's slogan is "Resonance Toward the Future," The Hyundai Daegu, having unveiled a bold renovation about 10 years after its opening, is "Innovation Toward the Future" itself. We met with the people who poured all their passion into creating this innovative space over the past two years.

Manager Baek Jun-hyun and Senior Manager Kim Yu-jin worked on this Creative Ground project as members of The Hyundai Daegu's Yeongnam Men's Fashion Team, right? I heard that both of you are in your third year of living in Daegu.

Baek Jun-hyun (Manager): Yes, this is my third year living in Daegu. I came to Daegu in November 2020 and have been overseeing the B2 Creative Ground project from design to completion. I am currently working at the Daegu branch after spending 9 years at the Seoul headquarters, 1 year at the Cheonho branch, and 1 year at the Mokdong branch.

Kim Yu-jin (Senior): I am also in my third year of living in Daegu, having previously worked at the Seoul Trade Center branch for about four years. I am proud to be a part of such a large project. Interestingly, I actually exchanged names with you over the phone when I was working as an intern at the Cheonho branch. Although we didn't work together, it was even more delightful to meet you now that I am in Daegu. I have learned so much through this project over the past two years.

The second basement floor, formerly U-PLEX, has become Creative Ground. What kind of space is this?

Baek Jun-hyun: It is, quite literally, a creative space. It embodies the hope that it will become a place where the MZ generation can freely express and experience anything. When communicating with brands, we also strive to attract more trendy and creative promotions and pop-ups.

The Hyundai is breaking away from conventional department store layouts to create new spaces. How has it changed since the renovation into Creative Ground?

The goal of the renewal at Kim Yoo-jin Creative Ground was to "create a completely new space." It has become such a completely different place that existing customers might wonder, "Is this the right place I came to?" This applies not only to the interior, flow, sound, and branding, but also to the overall vibe the space exudes, where all the changes blend together seamlessly. Shall we say that everything in this space has transformed to be hip?

How are existing customers reacting to the changes at The Hyundai Daegu?

Baek Jun-hyun: Please say that most of the changes are positive. First of all, customers in Daegu have a strong sense of community and pride in their region. That is why we have a significant number of loyal customers. While there are several Hyundai Department Store branches in Seoul, this is the only one in Daegu, so I think they perceive it more as "our space." Thanks to this, the level of affection among our regular customers is very high.

It is said that the MZ generation views department stores as a kind of 'playground,' where they relax, take photos, and upload them to social media. What is the appeal of The Hyundai Daegu as a playground that is attractive enough for them to dedicate their time there?

Kim Yu-jin: First, there is the trendy vibe emanating from the space itself. You can discover new content every time you visit Creative Ground until this December. It will also be interesting to explore the floor, which is decorated with six different interior moods. The unconventional and free-spirited nature of the space is its charm. Second is the content; we plan to continuously release content designed to create a space where the MZ generation can freely communicate and enjoy themselves. For example, through the Music Bar that we operate ourselves, we will introduce various DJs every week, and through our pop-up stages, we aim to showcase diverse and new brands that are not bound by genre, including characters, accessories, clothing, bags, and cosmetics.

With city pop playing and various select shops and accessory stores clustered together, I felt a sense of audiovisual separation from the other floors. What was your primary focus when designing the interior and spatial layout?

Baek Jun-hyun: Our main interior concept is 'ROOM TO ROOM,' featuring six different moods. We wanted to create a sense of separation from other floors, as well as the feeling of stepping into a new space every time you move within a single floor. Additionally, by utilizing steel and lighting as the main elements, we aimed to evoke a bright and glamorous yet refined atmosphere.

Are there any spaces that highlight the unique characteristics of The Hyundai Daegu?

Baek Jun- hyun created a music bar exclusively for customers . I personally plan and operate everything from the design and layout to the detailed content. Various DJs perform every week, and customers can listen to any vinyl they want right from their seats for as long as they want.

Hyundai Department Store President Kim Hyung-jong’s instruction to “fill the MZ Zone on the second basement floor with brands I don’t know” has become a hot topic. I am curious to know what brands The Hyundai Daegu has prepared to target the tastes of the MZ generation.

Kim Yu-jin: The ' Matin Kim ' store has recently become the hottest topic, generating a huge response among the MZ generation . It opened its first offline location in Daegu, and as the brand's very first store, it is demonstrating significant investment and high levels of focus. Customer response has been so positive that there were continuous queues throughout the weekend. In addition to this, there are the trendy multi-brand stores ' NICE WEATHER ' and ' Peer .' There are also various other brands such as 'Insilence , ' 'Entrance , ' and ' vocavaca . ' You can also find 'Hotel Theilma, ' where you can enjoy both a showroom and brunch .

Creative Ground has become a hub for brand curation. Various pop-up stores are frequently held in collaboration with brands hoping to expand offline. Are there any brands currently in the planning stages?

We plan to collaborate with brands that our customers, including Kim Yu-jin, want to meet and incorporate them into the Creative Ground 'Popup Stage.' 'Zanmang Loopy,' our first Popup Stage, received such high interest that long queues of customers formed throughout the event. A popup for the popular fitness brand 'HDEX' is scheduled for mid-October , and you can look forward to brands that were previously difficult to find in Daegu, with them lined up until the end of the year.

Over the course of more than two years, Hyundai Department Store Daegu has successfully completed its renovation into The Hyundai Daegu, and I imagine you two have now gotten used to life in Daegu.

Baek Jun-hyun : That's right. I feel like I've truly become a Daegu resident now. At first, it felt like living somewhere for a month—exciting yet unfamiliar—but before I knew it, I had blended into the city of Daegu. I think the atmosphere, which prioritizes group activities over individualism, quickly embraced an outsider like me and helped me adapt better.

Kim Yu-jin: Since moving to Daegu, I have been traveling more frequently. It is great to be able to get anywhere in Korea from Daegu. Whenever I want to see the sea, I head to Busan, and since Gyeongju is close, I can visit without any hassle. Also, there are many stylish shops in every alley that inspire awe, so it is really fun to explore here and there after work, focusing on Gyodong and Samdeok-dong near the department store.

Maker's Pick

3 Brands at Creative Ground That Hit the Taste of the MZ Generation

Nice Weather

A select shop with a new concept of convenience store culture. It is considered synonymous with hip places among the MZ generation. Its appeal lies in the fact that it stocks not only items sold in real convenience stores, such as snacks, coffee, toothpaste, and magazines, but also unique products that are rarely seen elsewhere. 'Old Ferry Donut,' famous in Hannam-dong, has opened a shop-in-shop within the store.

Matin Kim

Matin Kim’s first offline store in Korea, which has established itself as the hottest brand these days with the full support of the MZ generation. Matin Kim pursues fashion that is trendy yet comfortable, and can be harmoniously incorporated into everyday life. With Matin Kim items, you can express a unique charm anytime, anywhere.

Hotel The Ilma

Hotel The Ilma is inspired by a fictional hotel that exudes an exotic atmosphere reminiscent of a travel destination. Enjoy brunch and experience a special moment away from your daily routine, while also discovering the diverse clothing lineup offered by Hotel The Ilma.