Hyundai E&C’s Hillstate Bolsters Lifestyle Brand Appeal with Seongsu Pop-Up Store

Seoul/September 7, 2026 - Hyundai E&C has opened a pop-up store in Seongsu-dong, Seoul, where visitors can experience firsthand the new direction of the Hillstate brand following its rebranding to mark the 20th anniversary of its launch.

Hyundai E&C announced that the Hillstate brand pop-up store will be open for seven days, from September 4 through 10, at 29CM HOME SEONGSU Store No. 1, in collaboration with 29CM, a curated retail brand operated by fashion and lifestyle platform MUSINSA.

Dubbed “FIND MY HILLSTATE,” the pop-up is built around the idea of “discovering one’s lifestyle preferences through the newly refreshed Hillstate brand.” The venue brings Hillstate’s new brand identity and three core values to life throughout a series of themed areas, including a brand showcase, an interactive customer experience zone, and a merchandise display zone.

Since rebranding Hillstate, Hyundai E&C has centered the brand around three core values: ▲ “Stylish Life,” which proposes a sophisticated and trendy lifestyle; ▲ “Various Life,” which encourages diverse lifestyles; and ▲ “Comfortable Life,” which delivers a comfortable and safe living environment. The company is focusing on strengthening residential services and distinctive offerings that allow residents to experience these values firsthand.

The brand showcase that welcomes visitors to the pop-up immediately commands attention with a large-scale installation inspired by Hillstate’s new brand identity and 12 hanging banners. The banners feature line-drawing illustrations of some of Hillstate’s signature offerings, including ▲ Hey, Sleep ▲ H Healthy Pleasure and ▲ H Smart Study. Purple, yellow, and green hues are applied to the respective works to create a natural visual connection with the brand’s three core values.

The interactive customer experience zone is designed around hands-on activities. Visitors can choose a postcard featuring one of Hillstate’s signature offerings, write down their preferred lifestyle trend, stamp the card with the Hillstate logo and key messages, and upload it to social media to receive Hillstate-branded merchandise. The experience was inspired by the growing “decorating” trend, which has spread alongside “meaning out”—a phenomenon among Millennials and Gen Z in which people openly express their personal values and beliefs. The zone has been well received for allowing visitors to organically discover and express their individual lifestyle preferences while decorating their own postcards.

Finally, the merchandise display zone features 14 types of branded merchandise and promotional gifts curated around Hillstate’s core values. The diverse lineup ranges from practical items such as household budget planners and tumblers to keyrings and coffee beans reflecting a variety of personal tastes, as well as wine glasses and wine charms imbued with Hillstate’s distinctive premium aesthetic. Some of the products are also available for purchase at discounted prices. Collaborative products created with popular brands including THERMOS, kittybunnypony (KBP), and LOFA Seoul are also on display, offering visitors an even richer experience of the values Hillstate seeks to embody.

“We are delighted that Hillstate, which has long built trust among middle-aged and older customers, is opening a pop-up in Seongsu, a pop-up store hub among Millennials and Gen Z, and doing so in collaboration with 29CM, which has earned strong support from younger consumers through its sophisticated curation of home and lifestyle products,” noted a Hyundai E&C official. “Through this event, we hope that both current Hillstate residents and future homeowners from the younger generation will be able to experience and connect with the lifestyle journey Hillstate seeks to create, while discovering their own personal tastes along the way.”

Hyundai E&C rebranded Hillstate in June of this year to commemorate the 20th anniversary of the brand’s launch and has since been carrying out a large-scale brand campaign designed to give customers firsthand experience of its refreshed identity and differentiated services.

Advance reservations for the “FIND MY HILLSTATE” pop-up were accepted through Hillstate’s dedicated resident app, my HILLS, and social media, generating interest among both Hillstate residents and prospective customers in their 20s and 30s. Winners selected from the advance registration event will receive special Hillstate signature merchandise, while walk-in visitors who participate in the interactive activities on site will also have an opportunity to receive merchandise through a prize drawing. A social media event inviting visitors to share reviews of their experience will continue for two weeks after the pop-up closes.