Hyundai E&C's Hillstate opens pop-up in Seongsu-dong with 29CM to court younger buyers

Hyundai E&C announced Friday that it has opened a pop-up store in Seoul's Seongsu-dong in collaboration with 29CM, a select shop operated by fashion and lifestyle platform Musinsa.

The pop-up, held to mark the 20th anniversary of the Hillstate brand launch, runs from Friday through Sept. 10 — seven days in total — at the first 29CM Home Seongsu location.

Operating under the title "FIND MY HILLSTATE" — a phrase meant to evoke the idea of discovering one's lifestyle preferences through a renewed Hillstate — the store showcases the brand's new identity alongside its three core values through promotional displays, hands-on customer experiences and merchandise spread throughout the space.

Hyundai E&C undertook a full rebranding of Hillstate this year to mark the 20th anniversary. The company has since centered the brand on three core values — "Stylish Life," which proposes a refined and trendy way of living; "Various Life," which supports diverse lifestyles; and "Comfortable Life," which emphasizes ease and safety — while focusing on strengthening residential services and specialized offerings that residents can experience firsthand.

"We are very pleased that Hillstate, which has built trust among middle-aged customers, is now opening a pop-up store in Seongsu-dong — a pop-up mecca for the MZ generation — and doing so through a collaboration with 29CM, which has earned strong support from younger audiences with its high-quality home and lifestyle curation," a Hyundai E&C official said. "We hope this event allows not only existing residents but also the younger generation — our future customers — to experience and connect with the lifestyle journey Hillstate pursues, and to find their own personal tastes."

Meanwhile, Hyundai E&C carried out the Hillstate rebranding in June to celebrate the brand's 20th anniversary and has been running a large-scale brand campaign to let customers experience the updated identity and differentiated services.

The pop-up store accepted advance visit applications through the Hillstate-dedicated app "my HILLS" and SNS, drawing interest from both current Hillstate residents and potential customers in their 20s and 30s. Those selected in the advance draw will receive special Hillstate signature merchandise, and general visitors who take part in the hands-on events can also win merchandise through a raffle. An SNS review event will continue for two weeks after the pop-up closes.