Vol.03 | Co-design, Place-making
H-gram: ESG Public Design for Hyundai Duty Free
현대면세점 ESG 공공디자인 (H-gram)
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DESIS Thematic Area
DESIS Thematic Area
Design for Social Innovation and Service
Design for Social Innovation and Service
Period
Period
2024
2024
Location
Location
Hyundai Duty Free & surrounding public space (DDP area), Seoul, South Korea
Hyundai Duty Free & surrounding public space (DDP area), Seoul, South Korea
KEY VALUES
KEY VALUES
ESG · Affordance · Public Value · Community Symbiosis
■ CONTEXT
■ CONTEXT
As corporate responsibility evolves from CSR to ESG, public design emerges as a key vehicle for enterprises to embed environmental, social, and governance values into physical spaces and stakeholder experiences.
ⓒDESIS@HONGIK
■ DESIGN APPROACH
■ DESIGN APPROACH
Korea’s first ESG Public Design model, structured around three affordance strategies—Safe Affordance (safety information), Legible Affordance (accessibility and clarity), and Public Affordance (physical and emotional support). Fifteen implementation measures were developed with six foundational public design criteria.
■ SOCIAL INNOVATION
■ SOCIAL INNOVATION
The H-gram model demonstrates how private enterprises can create public value through affordance-based design. By inducing “Havior for Goodness” (positive unconscious behavior), it pioneers a framework where commercial environments contribute to social well-being and community symbiosis.
■ GOVERNANCE STRUCTURE
■ GOVERNANCE STRUCTURE
Hyundai Duty Free (Commissioning) × SEDG (Design & guidelines) × Hongik University Public Design Research Center (Academic advisory)
■ EVIDENCE & IMPACT
■ EVIDENCE & IMPACT
15 implementation measures developed and applied. Improved spatial recognition for first-time visitors. Symbiotic effects with surrounding commercial district. Selected as Korea’s first major corporate ESG public design model.
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