[Asia Economy (Daejeon) Reporter Jeong Il-woong] “Daejeon Shinsegae will leverage the data accumulated by Shinsegae to create a brand optimized for the local commercial district, establishing itself as a landmark representing the central region.” This is the aspiration expressed by Cha Jeong-ho, CEO of Shinsegae Department Store, ahead of the opening of Daejeon Shinsegae Department Store.
Daejeon Shinsegae Department Store Art & Science will welcome its first customers on the 27th of this month. Daejeon Shinsegae is the first new store opened by Shinsegae in five years since the opening of Daegu Shinsegae.
In particular, Daejeon Shinsegae has differentiated its shopping experience by exclusively hosting 14 luxury brands, including Saint Laurent, that can only be found in Daejeon. It also offers attractions such as an aquarium and an art observatory within the building, allowing customers visiting the department store to experience a complex cultural space rather than just shopping.
◆ The third largest among Shinsegae Department Store’s nationwide branches... ‘Heavily armed’ with high-end brands
Daejeon Shinsegae was constructed with a total floor area of approximately 86,000 pyeong (284,224㎡), consisting of 3 basement floors and 43 above-ground floors. Each floor has a maximum area of 3,800 pyeong, boasting a space 1,800 pyeong larger than the Gangnam branch (about 2,000 pyeong), which currently records the highest sales in Korea. Daejeon Shinsegae is the thirteenth Shinsegae Department Store nationwide and ranks just behind Centum City, Daegu Shinsegae, and Gangnam branches in terms of major store sales floor area.
The main facilities by floor are as follows: ▲ Basement 1 ? Food hall, lifestyle, aquarium ▲ 1st floor ? Cosmetics, luxury brands, watches, jewelry ▲ 2nd floor ? Overseas fashion, men’s luxury ▲ 3rd floor ? Women’s fashion, men’s fashion ▲ 4th floor ? Sports, children’s goods ▲ 5th floor ? Young casual, street fashion, restaurants ▲ 6th floor ? Science center, sports facilities, cinema, gallery ▲ 7th floor ? Academy, kids caf?, science center, cinema, rooftop park.
At its opening, Daejeon Shinsegae will showcase luxury brands such as Gucci, Bottega Veneta, Balenciaga, Tod’s, Valentino, Celine, Moncler, Brunello Cucinelli, Ferragamo, and Burberry.
Notably, brands like Fendi, Bottega Veneta, Saint Laurent, Celine, Tom Ford, Jaeger-LeCoultre, Panerai, Bulgari, Piaget, and Chaumet are exclusive to Daejeon Shinsegae in the region.
Additionally, premium brand pop-ups such as Gucci and Chanel Cosmetics will open to commemorate the launch.
The cosmetics brands housed in Daejeon Shinsegae total 47, the largest scale in the region. Among them are luxury brands including Gucci Beauty, Maison Margiela Perfume, MCD (Maison Christian Dior), and premium brands from Shinsegae International such as Hermes Perfume, Swiss Perfection, and Yeonjak, which will be introduced in the region for the first time.
Aquarium view created in Daejeon Shinsegae Department Store Art & Science. Provided by Daejeon Shinsegae
◆ ‘Taste and style’ in one place... Rich experience programs and attractions
Daejeon Shinsegae also offers a new world of gourmet delights. The food hall’s interior, reminiscent of New York’s Chelsea Market, and the inclusion of well-known chef brands aim to stimulate the palates of visitors.
Representative brands include ‘Shinchai,’ a Chinese cuisine brand by master chef Yoo Bang-nyeong, one of the four great schools of Chinese cooking; ‘Hooseom,’ which captures the authentic Hong Kong atmosphere; ‘Sushi Hosan,’ led by chef Lee Seung-chul from Hotel Shilla’s Ariake; ‘Banh Mi Phuong,’ a famous Vietnamese banh mi brand from Hoi An; and ‘Tankwang,’ a casual Japanese dining by chef Oh Jae-sung from Dosan Park.
Even the coffee experience is enhanced. At the Starbucks located on the 38th floor of Expo Tower, customers can enjoy tea while taking in views of downtown Daejeon and the sunset.
The ‘Daejeon Expo Aquarium,’ Korea’s first media art-integrated aquarium, is a major highlight introduced ambitiously by Daejeon Shinsegae. The aquarium features a 4,200-ton tank housing about 250 species and 20,000 marine creatures, offering a unique experiential space.
Visitors can also explore the marine world through digital media. Daejeon Shinsegae presents diverse storytelling with sculptures created by overseas artists themed on Poseidon, the sea god of Greco-Roman mythology, and a 27-meter-long LED screen, the longest in Korea.
Furthermore, ‘Sports Monster,’ the first indoor sports theme park in the Chungcheong region, follows the Starfield branches in Hanam, Goyang, and Anseong, offering a more varied rope course, a vertical slide, and art climbing, attracting visitors within the department store.
Daejeon Shinsegae emphasizes maximizing the joy of offline shopping through diverse experiential content, configuring the department store not just as a shopping facility but as a place satisfying all five senses.
Night aerial view of Daejeon Shinsegae Department Store Art & Science. Provided by Daejeon Shinsegae
◆ Strict adherence to thorough COVID-19 prevention measures
Considering the nationwide spread of COVID-19, Daejeon Shinsegae is taking thorough precautions.
From the entrance, more than 30 ‘thermal imaging AI cameras’ installed on the ceiling and stands measure the temperatures of about 20 people simultaneously every 0.5 seconds without obstructing customer movement. If a person with a fever is detected, the system links with CCTV to identify close contacts and trace their movements.
In addition to thermal imaging cameras, a one-stop four-step prevention package is in place at each gate, including wrist-type temperature checkers, contactless hand sanitizers, QR verification, and visitor registration, ensuring a safe shopping environment.
Moreover, antibacterial and antiviral special coatings have been applied to elevators and escalators used by many people, and air sterilizers have been installed for the first time in customer facilities such as Shinsegae Academy and VIP lounges, demonstrating proactive prevention activities, according to Daejeon Shinsegae officials.
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