The Shinsegae Department Store in Jung-gu, Seoul, will undergo renovations for the first time in 12 years.
Shinsegae Department Store announced on the 13th that it will unveil the renovated new building on the 14th. The total sales area included in the renovation is 8,264 square meters (2,500 pyeong), the largest scale renovation since the main store opened in 2013.
The second floor will expand luxury and high-end jewelry stores. More than 10 luxury brands, including Burberry, Balenciaga, Brunello Cucinelli, and Saint Laurent, will increase their store size by about 20%. High-end jewelry stores like Pomellato and Messika will also expand.
The third floor has been transformed into a specialty area for overseas designer clothing. French designer brands Lemaire and Courrèges will open new stores, with regular stores by Jacquemus, Erdem, and Dries Van Noten.
The restaurant area, previously on the fifth floor of the main building, will move to the 13th and 14th floors of the new building. 'Gwanghwamun Gukbap,' selected as a Michelin Guide Seoul Bib Gourmand for seven consecutive years since 2019, and 'Seogwang Myeonok,' which has won the Blue Ribbon Survey for six consecutive years, will be the first in the industry to establish a presence there. 'Kim Susa,' which has a location at the Gangnam House of Shinsegae, will also open a new store.
Customer service will also be enhanced. A First Prime lounge, available to those with diamond-grade memberships and above, will be established on the seventh floor of the new building. The existing First Lounge will undergo renovations. In addition, there will be a service to reserve lounge seats in advance, and a private dining room (PDR) will be created separately, along with plans to exhibit artworks by famous artists in conjunction with the Shinsegae Gallery.
The main Shinsegae Department Store is currently undergoing renovations, transforming the main building into 'The Reserve' focused on household goods and accessories, and the new building into 'The Estate,' centered on fashion and food and beverage, with the former headquarters of Jeil Bank being decorated as a luxury boutique specialty area called 'The Heritage.'
On the 9th of next month, The Heritage will open its doors. The main building and The Heritage will be connected by an underground passage. The Chanel store, which was in the main building, will move to The Heritage and showcase various luxury boutique brands, while the Hermès and Louis Vuitton stores will remain in the main building.
A Shinsegae Department Store official noted, 'The new building has transformed by expanding its luxury and high-end jewelry portfolio and attracting numerous popular restaurants,' and stated, 'We will continuously evolve to provide customers with new shopping experiences based on our unrivaled brand competitiveness.'