Hyundai Livart Collaborates with UK’s Abe Rogers to Develop 'Livart Color Palette'

Simhaeseo Inspiration, 126 Color Variations "All Furniture Products Available Across Online and Offline Distribution Channels"

Hyundai Livart, wardrobe 'Pichino' with color palette colors applied.
[Photo by Hyundai Livart]

[Asia Economy Reporter Kim Jong-hwa] Hyundai Livart is partnering with British designer Ab Rogers, influenced by the color world of the world-renowned architect Richard Rogers, to strengthen its design capabilities and establish a color identity.

Hyundai Livart, a total interior company affiliated with Hyundai Department Store Group, announced on the 18th that it has completed the development of its own color manual, the 'Livart Color Palette.'

A Hyundai Livart official said, "While some furniture companies have developed colors for CI purposes, it is very rare to establish a company-wide color identity like Hyundai Livart," adding, "The Livart Color Palette will be comprehensively applied not only to all furniture products such as desks, storage cabinets, and sofas to be introduced in the future but also to design across online and offline distribution channels."

Since early last year, Hyundai Livart has formed a dedicated team and jointly promoted the project with the UK-based Ab Rogers Design (ARD) to develop unique colors that can express the brand philosophy of 'authenticity, value, and differentiation.'

Ab Rogers Design is an architectural and interior design firm established by world-renowned architect Richard Rogers, who designed landmarks such as Seoul Yeouido Park One, home to The Hyundai Seoul, the Pompidou Centre in France, and the Millennium Dome in the UK, and his son, the famous interior designer Ab Rogers.

Ab Rogers, who participated in this project, said, "The inspiration for the Livart Color Palette colors was found in the deep sea," explaining, "Hyundai Livart's endless spirit of challenge and future growth potential share much in common with the sea's unfathomable depth and extent. From the sea surface to the deep sea, the diverse marine life visible at various depths inspired us to devise unique colors exclusive to Hyundai Livart."

Graphic image introducing the color palette concept of Hyundai Livart.
[Photo by Hyundai Livart]

The Livart Color Palette consists of a total of 126 colors across three categories: the brand master color 'Abyss Blue,' base colors, bridge colors, and point colors.

Hyundai Livart recently changed its BI color to the master color Abyss Blue and is using the new BI on its official website and newly opened stores. It has also completed the development of new products for the 2021 fall/winter season reflecting the Livart Color Palette colors and plans to utilize them in B2B furniture designs such as Livart Built-in and Livart Office in the future.

Hyundai Livart's effort to establish a color identity aligns with its 'Design First' strategy, which focuses company-wide efforts on strengthening design capabilities. To target the B2C furniture market, Hyundai Livart is actively securing design competitiveness. Since last year, it has established a separate organization called the Creative Lab to develop products with differentiated designs and research CMF (color, material, finish). It also introduced about 30 furniture products in bold primary colors, which had been taboo in the domestic furniture industry.

A Hyundai Livart official said, "We developed the Livart Color Palette to present unique and differentiated products exclusive to Hyundai Livart by applying distinctive colors and linear forms not seen in the domestic living sector," adding, "We plan to continuously introduce fresh and sophisticated design furniture to customers, including furniture products jointly developed with famous overseas designers by the end of this year."

This content was produced with the assistance of AI translation services.