Betwin Space offers further proof that strong design can turn a shopping trip into a full-day experience. 

Key features 
Hyundai Premium Outlet SPACE 1 – an acronym for Shopping, Play, Art, Culture and Experience – injects cultural and creative elements such as an art gallery into the retail experience. The design direction was guided by the idea of creating a ‘holiday for everyone’ – a relaxed, discoverable environment where visitors can weave freely between shopping and leisure. 

At the centre of the scheme is Betwin Space’s vitreous Cube, a light-filled building that bridges indoor and outdoor. To enhance the feeling of flow between shopping/consuming and rest areas, different retail and hospitality zones – including restaurants, bakeries, cafés and lifestyle brands – intersect and overlap inside. Materials typically reserved for the outdoors also find themselves underfoot indoors. 

Frame’s take 
Shopping malls can often feel like casinos: no natural light, no clocks on the walls, no sense of time – or often even place. But things are changing, as shown by Betwin Space’s example and by forerunners such as Nendo’s Kashiyama Daikanyama in Tokyo, which won Multi-Brand Store of the Year at the Frame Awards 2020. Then, the jury declared that retail is becoming more of a cultural event, and that good design can turn a shopping trip into a full-day experience. Following suit, Hyundai Premium Outlet SPACE 1 is an explorable space that maintains – and even heightens – its relationship with the world outside. It will look different as the days and seasons change while offering an antidote to jam-packed, fast-paced shopping malls.