GS Sports Professional Football Club FC Seoul and GS Retail, which operates the convenience store GS25, have partnered to newly introduce a sports-themed convenience store (hereinafter referred to as the specialized store) themed around FC Seoul. This specialized store was planned to provide a differentiated brand experience for the customers and fans of both companies.
The specialized store will be located near Hongdae Station in Mapo District, at GS25 Yeonnam Hanyang Store, and will officially open at 3 p.m. on the 17th. Considering accessibility, symbolism, and topicality comprehensively, the store has been renewed in a high-traffic core commercial area with a significant proportion of the MZ generation, reincarnating it as a space centered around FC Seoul fans.
The store, measuring 43 pyeong (144㎡), reflects the FC Seoul emblem, symbolic colors, and mascot Seed actively, capturing the dynamic atmosphere of a football field and brand identity from the exterior to the interior. The outside utilizes a diagonal structure reminiscent of a football stadium, combining striking red points with a transparent glass interior to enhance the spatial dimensionality. At the entrance, a 1.5m tall Seed sculpture welcomes customers, while the stairs and outdoor terrace are covered with artificial turf, creating an ambiance as if stepping into a football field.
The interior of the store is structured with the left side as a regular convenience store and the right side as a dedicated FC Seoul space. Notably, the right space is designed with the motif of the FC Seoul team's locker room, where about 80 types of FC Seoul merchandise, including uniforms, clothing, and fan items, are sold. Additionally, seating designed like a football and photo zones have been arranged, creating spaces for fans to experience and enjoy directly. Moreover, large signs utilizing the FC Seoul emblem, special lighting inside and outside the store, and wrapped promotional materials on the exterior have been installed, enabling visitors to intuitively recognize that this is an FC Seoul-themed convenience store.
On the day of the opening on the 17th, a variety of on-site events are scheduled for visiting customers, including a photo event with FC Seoul players (draw), a limited edition pin badge giveaway (first-come, first-served), and a lucky draw merchandise event. This specialized store is not a one-off pop-up store but a permanently operating store, planning to continuously expand points of contact with fans through joint branding between FC Seoul and GS25.
[Photo] Provided by Seoul.
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