Shilla Duty Free Seoul Branch Renovates Digital Media Screens

Installation of Large Screen in Seoul Branch Lobby Space
Store Renovation in Preparation for Increased Tourist Visits

Lobby view of Shilla Duty Free Seoul branch (Photo by Hotel Shilla).

Shilla Duty Free announced on the 16th that it will extensively renovate its online and offline stores to welcome the new year. Shilla Duty Free Seoul branch installed a large digital media screen in the lobby space, and the online duty-free shop opened a golf specialty section, strengthening its product lineup targeting overseas travelers.

The moment customers enter the duty-free shop, their attention is captured by the massive screens covering the walls and ceiling on both sides of the lobby. Brand advertisement videos and Shilla Duty Free’s videos are vividly displayed on LED screens over 4 meters high, overwhelming viewers with immersive visuals.

The large digital media screen installed in the lobby will sequentially broadcast various videos quarterly. It will provide an attractive digital space experience through media art, including animations featuring well-known characters that appeal to customers.

Last June, Shilla Duty Free conducted a full renovation to enhance shopping convenience by raising the ceiling height and improving the interior of the basement first floor at the Seoul branch. Through this revamp, it strengthened product competitiveness by introducing over 40 new brands, including the official BTS merchandise store 'Space of BTS' and 'MusinsaDF.'

Following the installation of the large screen in the lobby space, the company plans to further expand customer contact areas in the first half of this year, transforming the space into an even more attractive environment to accelerate the normalization of duty-free operations.

Online renovations continue in line with the recovering demand for overseas travel. Shilla Internet Duty Free opened a golf specialty section called 'Golf Lounge,' joining the trend of personalized marketing. It offers golf equipment and golf wear selected by Shilla Duty Free for overseas golfing customers, and provides not only products but also partner benefits useful from golf trip preparation to local travel. In the upcoming spring, a wedding specialty section offering various benefits to prospective couples is also scheduled to open.

A Shilla Duty Free official said, "Based on the metaverse studio establishment MOU signed last year, we are also preparing a metaverse beauty class," adding, "We plan to lead the industry across all spaces, including existing offline and online stores, and further advancing into the metaverse."