[Report] The Second MuTandard Store Opens in Gangnam... "Popular Products All in One Place"

Visiting Musinsa Standard Gangnam

Featuring a Large Media Wall and Live Fitting Room
First Offline Kids Line Debut... Limited Edition Color Products Available
Online Purchases Can Also Be Picked Up In-Store

Musinsa Standard Gangnam 1st Floor Men's Corner.
Photo by Song Seung-yoon

[Asia Economy Reporter Song Seung-yoon] "We hope it will become a symbolic space in Korea's representative commercial district."

On the morning of the 30th, near Sinnonhyeon Station on Seoul Subway Line 9, along a major road. Among the densely packed buildings where crowds usually never cease, the familiar logo 'musinsa standard' was visible. This is Musinsa's second flagship store, 'Musinsa Standard Gangnam,' newly opened in Gangnam, Seoul. Following Hongdae, Musinsa has launched its own brand store 'Musinsa Standard' in Gangnam as well. Official operations start from the 1st of next month.

Upon entering the store, the large media wall located centrally at the first-floor entrance immediately caught the eye. The media wall, extending from the ceiling down to the basement level 1, displayed content embodying Musinsa's brand identity, with the screen changing frequently. The recently introduced virtual human 'Mua-in' by Musinsa was also featured. The combined length of the media walls on the first floor and basement level 1 reaches 34 meters.

Musinsa Standard Gangnam spans from basement level 2 to the first floor, covering 976㎡ (approximately 287 pyeong), larger than the Hongdae store (about 850㎡). The interior features a chic design based on neutral colors such as gray and white. The first floor is dedicated exclusively to men's products, while basement level 1 houses men's products along with underwear, beauty, and accessories. Basement level 2 displays women's products and the kids' line. Here, customers can find a variety of products including men's, women's, and the newly launched kids' line introduced in February this year. Notably, the kids' line was showcased offline for the first time at Musinsa Standard Gangnam. Since more people have been seeking 'family looks' made with the same designs as adult clothing, the store now offers kids' products for customers to experience directly.

Kids corner set up on the B2 floor of Musinsa Standard Gangnam.
Photo by Song Seung-yoon

In addition, the store features the 'Green Line' made up of eco-friendly products, the 'Premium Line,' and various items in the exclusive 'Irish Green' color available only at Musinsa Standard Gangnam. Furthermore, a diverse range of products including beauty, accessories, and Musinsa's partner brands are available. This strategy considers the visit of customers across various age groups.

The interior's chic concept is matched by an intuitive layout. Moving around and shopping inside was completely comfortable. The space between displayed products was wide, making it easy to pick up and examine clothes. Musinsa Standard Gangnam can accommodate up to 200 people simultaneously.

Descending to basement level 1, one could see works by artist Jung Kim Do-won exhibited as part of the 'Be:cycle Project.' This project was initiated to prevent in-store displays from being used once and discarded. The sculptures displayed here change once every quarter, totaling four times a year.

'Live Fitting Room' set up on the B1 floor of Musinsa Standard Gangnam.
Photo by Song Seung-yoon

Unlike the Hongdae store, which focuses on providing brand experience, the Gangnam store emphasizes allowing various customers to directly experience Musinsa Standard. The store is equipped with a total of 15 fitting rooms, including basic fitting rooms, Horizon rooms, and live fitting rooms. All fitting rooms allow customers to adjust the lighting color and brightness inside. Especially, each basement floor has one live fitting room equipped with an 'LG StanbyMe' display that can mirror smartphones. Unlike other fitting rooms mainly in white and orange, the lighting inside these fitting rooms can be changed to various colors. Every fitting room also has mirrors, enabling customers to check their outfits without stepping outside.

Shopping convenience was also enhanced. QR codes containing product information were attached next to displayed items throughout the store. Scanning these with a smartphone allowed customers to view detailed product information. There is also an 'O2O (Online to Offline)' service where customers can purchase online and pick up at the offline store. Items ordered online can be easily retrieved from lockers located on the left side outside the store.

A Musinsa Standard representative said, "With services like Mutan Pickup combining online and offline, and the more advanced live fitting rooms, Musinsa Standard Gangnam offers a new and enjoyable shopping experience," adding, "We hope Musinsa Standard Gangnam provides diverse experiences to customers and that the brand's target consumer base gradually expands."