Hyundai Pangyo 10th Anniversary

Graphic design for the Hyundai Department Store Pangyo 10th Anniversary by studio Major Minority based in Seoul, South Korea.

The Hyundai Pangyo opened in August 2015 as the largest department store in the Gyeonggi region, blending high-end retail with the tech-focused lifestyle of Korea’s “Silicon Valley.” By 2025, it made history as the fastest department store in South Korea to surpass two trillion KRW in annual sales, cementing its status as a premier luxury destination. It is famous for hosting the “Big Three” luxury houses—Hermès, Louis Vuitton, and Chanel—alongside prestigious brands like Dior, Celine, and Gucci. Beyond shopping, the store functions as a major cultural hub through its Hyundai Museum of Kids’ Books & Art (MOKA) and the 7th-floor Garden Terrace, which frequently hosts art exhibitions.

In 2025, the store celebrated its 10th anniversary with a showcase by visual artist Steven Harrington, featuring giant sculptures and immersive installations that transformed the shopping space into a public gallery.

Major Minority (Eunji Lee and Ted Hyunhak Yoon) did the identity and graphic design using AC Affix by AllCaps. To accompany Affix, they used Workhorse Script by Workhorse Type Foundry from Pennsylvania, United States. The project was art directed by the Hyundai Department Store Design Team Hyunsong Lee, Day Kim and photographed by Bora Jang.