The Travel Library,
Hyundai Card’s new brand experience, was at the top of my “to do” list as I ventured
from the hotel to explore Seoul during my most recent trip to Korea. An affiliate
of the Hyundai Motor Group, Hyundai Card offers a number of exclusive benefits to
their cardholders—most often with breakthrough creativity to raise brand awareness. For example, in 2006, Hyundai
Card unveiled PRIVIA, a web-based shopping mall, which offers various products
and services exclusively to members. The company also in past years sponsored a Lady Gaga
performance and they continue to promote regular summer concert series
headlined by rock legends, including Metallica, Iggy Pop and Ozzie Osborne.
Similar to their Design
Library, which showcases design culture from around the world, the Travel
Library is now home to 94,324 books and 14,700 volumes of publications with a
focus on the Arts, Architecture, Adventure and Travel Photography.
Store Front |
Re-confirming the location
on my Google map app and arriving there with little effort, the library has an
eye catching storefront on a side street in the trendy Cheongdam area of
Gangnam. Once inside and explaining my interest to the staff, the manager was
kind enough to provide a personalized tour.
Travel Cave |
Conceptually, the uber
cool design featuring vaulted wood ceilings and a maze-like layout provides a truly
unique “travel cave” experience, beckoning one to explore further. With tightly
packed floor- to-ceiling walls of books, archetypical chairs from around the
globe and a world class café, the space provides an armchair haven for the
novice tourist or the seasoned trekker.
World Cafe |
The library collection was
compiled by a distinguished team of travel industry media professionals who
acted as curators. The entire set of the 126-year-old National Geographic magazine is housed in the library. Another
hidden treasure pointed out by my guide is the Transactions of the Royal Asiatic Society Korea Branch collection.
Reaching back to the early 1900s, the collection has long been a valuable source
of Korean culture and history through the eyes of the first Westerners living
and traveling in Korea. Reminiscing, I recall tracking down the volumes of
publication in the basement archives at USC and the University of Colorado for
my Korea facing historical writing projects. Outside Korea, the complete collection
is rarely found all in one location and is typically neglected and in poor
condition.
Enhancing the experience
is the travel memorabilia décor. This
includes several world globes—one thought to be from the World War II era,
well-worn travel trunks, and even a prominently displayed old style airport
flight board that is synchronized with the modern digital display at Incheon
International Airport.
Stepping back for a moment
and gazing at the library, I pondered on how this dedicated space to travel actually
would connect its visitors to Hyundai Card’s brand image. It is apparent that the
company strives to go beyond common perception of what a credit card provider
offers its customers. With this in mind, I feel the Library is the perfect
platform to showcase the Hyundai Card brand in an original way. Based on my understanding
of the brand, I would expect something different and out of the box, visually appealing,
and delivered in a very refined design. The Library certainly does match these
corporate creative guidelines. For their customers taking advantage of the
exclusive service, I feel many would find the Library exceeding expectations
not only as a travel resource, but also as a haven in a fast paced urban Seoul.
In a recent Korea Times’ interview, Lee Mee-young,
senior vice president of Hyundai Card's Brand Division, shared that the company
is also planning a third library in Hannam-dong in northern Seoul. Mr. Lee noted,
"The theme for the third library is not fixed yet. But we will put our
customers' appetites such as music and food as a top priority when we decide on
the next theme.”
Until my next adventure in
Seoul, Bon Voyage, or in Korean—An nyeong ha sae yo—go in peace.
About the author Don
Southerton
With a life-long interest and a frequent
traveler to Korea, Southerton has authored numerous publications and articles
centering on the Korean global business. His firm Bridging Culture Worldwide
provides strategy, consulting and training to Korea-facing global business,
including long time support of the Hyundai Motor Group. His most recent
publication is Hyundai Way: Hyundai Speed.
His current work looks at Korean corporate brand image and direction.
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