Some might wonder what Hyundai Card, Korea’s leading credit card issuer, is expecting from the company’s four libraries that encompass the basic instincts, intuition and senses in human lives. The libraries are themed each on design, travel, music and cooking.
The Hyundai Card libraries are more than marketing and branding tools of the company. With more than 15,000 books each, the series of libraries serves as the center of Hyundai Card’s sense and sensibility.
“Hyundai Card libraries have three things in common,” said Ted Chung, Hyundai Card Vice Chairman & CEO. “They are not large in space, but the vast amount of information that each library carries, makes the library look spacious. Most of all, they are totally different from each other, staying true to their fundamentals without the conventional umbrella concept decorated with abstract jargons.”
Reflection of Hyundai Card Spirit
The four libraries represent trendy yet classic flanks of Seoul’s contemporary culture and thus have become the must-visit spots in the capital.
The libraries have been praised for their aesthetics – the Design Library won Design for Asia Award 2013 and the Music Library won a top prize at the Seoul architecture Awards in 2015 – and have also been highlighted as places to go by numerous media outlets both home and abroad.
The books and collections have been carefully curated by renowned experts and curators under the questions such as, “Is it inspiring?,” “Is it useful?,” “Is it thorough, influential, wide-ranging and timeless?”
Similar but Different
The four libraries boast modernity and serenity, express individuality and refuse “uniform” theme or atmosphere.
“We thought that it would be more interesting to highlight different characters for different spaces,” said Ted Chung, Hyundai Card Vice Chairman & CEO. “For instance, Design Library delved into the thought-provoking process of a person. Travel Library shouts the ambience of irregularity in its design – we wanted to emphasize the uncertainty of exploration.”
“We wanted to get people’s heart pumping when it comes to Music Library, so the design became very bold. On the other hand, for Cooking Library, we wanted to focus on awakening your senses, which is only possible when the surrounding remains serene. So we took it that way.”
“We wanted Hyundai Card libraries to become intellectual hubs, providing people with opportunities to escape from the rapidly-changing environment and indulge themselves in the world of knowledge and sensibility,” said Na-young Kim, leader of Hyundai Card Space Brand Department. “We also wanted to suggest a new lifestyle to the Hyundai Card members in the arenas of design, travel, music, and cooking,”