Develops its own color manual in collaboration with Ab Rogers
126 colors inspired by the deep sea, strengthening design capabilities
Hyundai Livart is setting out to establish a color identity to strengthen its design capabilities, joining hands with the UK-based Ab Rogers, whose work has been shaped by the color universe of world-renowned architectural master Richard Rogers.
Hyundai Livart, the total interior company of Hyundai Department Store Group, announced that it has completed the development of its own color manual, the ‘Livart Color Palette.’
A company official explained, “Some furniture makers have taken on developing colors for their CI, but it is highly unusual for a company to establish a company-wide color identity the way Hyundai Livart has,” adding, “The ‘Livart Color Palette’ will be applied comprehensively not only to all furniture products to be unveiled going forward, such as desks, storage cabinets, and sofas, but also to the design of online and offline distribution channels.”
To develop distinctive colors that could express its brand philosophy of ‘authenticity, value, and differentiation,’ Hyundai Livart formed a dedicated organization early last year and has been jointly pursuing the project with the UK’s Ab Rogers Design (ARD).
Ab Rogers Design is an architecture and interior design firm founded by ‘Richard Rogers,’ the world-renowned architectural master who designed Parc.1 in Yeouido, Seoul—home to ‘The Hyundai Seoul’—as well as France’s Centre Pompidou and the UK’s Millennium Dome, and his son, the famous interior architecture designer ‘Ab Rogers.’
The Ab Rogers designer who took part in this project said, “We found the inspiration for the ‘Livart Color Palette’ colors in the deep sea,” adding, “Hyundai Livart’s endless spirit of challenge and its future growth potential have much in common with the sea, whose depth and limits are unknowable, and we devised Hyundai Livart’s own unique colors from the diverse marine life that can be seen at each depth of the sea, from the surface layer down to the deep sea.”
The ‘Livart Color Palette’ consists of a total of 126 colors across three categories—base, bridge, and point colors—including the brand master color ‘Abyss Blue.’
Hyundai Livart recently changed its Livart BI color to the master color ‘Abyss Blue,’ and is using the new BI on its official website as well as in newly opening stores. In addition, it has completed the development of new products for the 2021 autumn/winter season reflecting the ‘Livart Color Palette’ colors, and plans to apply the palette to B2B furniture design such as Livart Built-in and Livart Office going forward.
Hyundai Livart’s move to establish a color identity in this way aligns with its ‘Design First’ strategy, into which it is pouring company-wide efforts to strengthen its design capabilities. Hyundai Livart is actively working to secure design competitiveness in order to target the B2C furniture market. Since last year, it has separately established the Creative Lab, an organization that develops products with designs differentiated from existing ones and researches CMF (color, material, finish, etc.). It also unveiled some 30 furniture products in bold primary-color tones that had long been considered taboo in the domestic furniture industry.
▲ A graphic image introducing the ‘Livart Color Palette Concept,’ inspired by the deep sea. It is to be installed at major stores, including the Dongtan showroom.
▲ The wardrobe ‘Picino,’ to which the ‘Livart Color Palette’ colors have been applied. ‘Polymetallic Grey,’
‘Knobby Cactus Coral Green,’ and ‘Humpback Whale Blue,’ among other
bold color tones, along with a geometric ‘Orange Pattern,’ were used.