GS25 Opens First Premium Flagship 'Door2Seongsu' "Cafe by Day, Pub by Night"

Premium Flagship Store Exclusive Brand Door2 Launch
First Store Door2 Seongsu Opens in Seongsu-dong
Reflecting Consumer Trends Enthusiastic About Unique Products and Spaces
Bold Composition with PB Products and Exclusively Operated Items

Daytime view of GS25 premium flagship store 'Door2Seongsu' (Photo by SG25).

Night view of GS25 premium flagship store 'Door2Seongsu' (Photo by SG25).

[Asia Economy Reporter Yuri Kim] GS Retail's convenience store GS25 announced on the 10th that it will grand open its flagship store "Door to Seongsu" near the "Yeonmujang-gil Cafe Street" in Seongsu-dong, Seoul on the 11th.

Door to Seongsu is the first store that GS25 is launching under the Door to (DOOR to) brand. Door to is a premium flagship store-exclusive brand launched by GS25, meaning "opening a new path for convenience stores" and "showcasing the diverse appearances of Seongsu that differ between day and night."

Unlike a typical GS25 store that sells over 3,000 types of products, Door to Seongsu is composed of about 150 core private brand (PB) products and exclusive items operated solely by GS25. Representative products include "Cafe25," which led the golden age of convenience store brewed coffee, sold-out items like "Wonsoju," "Butter Beer," and the differentiated wine "Number Series." Customers can also find collaboration products with trendy brands such as Noted and Super Matcha. Along with the grand opening, the first pop-up store featuring Boulangerie Beurre's Butter Beer pop-up will start, and sequential events such as a Butter Beer photo booth and special goods giveaways will be held until the end of this month.

GS25 explained, "Reflecting the consumer trend among the MZ generation (Millennials + Gen Z) who are enthusiastic about differentiated products and special spaces, we decided to boldly organize products focusing on PB and exclusive items, excluding general products."

Door to Seongsu reflects the characteristic of Seongsu Street, which differs between day and night, operating as an emotional cafe concept where customers can enjoy brewed coffee and desserts during the day, and transforming into a pub selling beer, wine, and more at night.

To emphasize the changing operational concept of Door to Seongsu, GS25 opened two entrances, one on each side. The left side of the store is composed of brewed coffee and freshly baked desserts, while the right side features beer, wine products, and a liquor dispenser where customers can pour drinks themselves. The layout was designed accordingly. Special lighting that adjusts the color inside and outside the store according to the time of day was installed to vividly express the different atmospheres of the store during day and night.

GS25 also plans to actively utilize Door to Seongsu as a pop-up store supporting excellent partner companies. To this end, from the planning stage, a large exhibition booth was installed in the most visible central front area of the store, along with dedicated facilities for pop-up store operations.

Kim Hyung-jin, head of the DCX Promotion Team, said, "We opened Door to Seongsu to provide an experience where customers can enjoy the excellent products prepared by GS25 in the most special space. Starting with Door to Seongsu, we will continue to expand flagship stores using the Door to brand and focus on delivering special value."