Opening of Korea's Largest Young Fashion Specialty Store Hyper Ground
Collaboration with Famous Artist 'Saembypen'
Renewal of Overseas Fashion Section in the First Half of the Year
Shinsegae Centum City Store, Hyper Ground Iconic Hall Exterior View [Photo by Shinsegae Department Store].
Shinsegae Department Store Centum City Branch is reborn as an 'MZ Generation (Millennial + Gen Z) shopping mecca.'
On the 23rd, Shinsegae announced on the 26th that it opened 'Hyper Ground,' a 8879㎡ (approximately 2700 pyeong) scale young fashion specialty hall on the basement 2nd floor of Shinsegae Centum City, introducing department store first and region-exclusive content.
Among the total 47 brands comprising Hyper Ground at Centum City, Shinsegae filled nearly half, 20 brands, with region-exclusive new brands. It introduces women's lifestyle brand 'IMIS' with an MZ generation fandom, minimalist concept men's brand 'Pottery,' and global phone accessory brand 'Casetify,' among others.
Before the grand opening of Hyper Ground at Centum City, in December last year, Shinsegae first introduced high-sensitivity street brands proven popular in Seoul. Among them, 'Marithe Francois Girbaud' rose to become the number one store nationwide within a month of opening. Despite only partially opening stores accounting for 40% of the total Hyper Ground area, sales increased by 20.5% compared to the same period and area last year.
Hyper Ground at Centum City is composed of four distinct spaces?Iconic Hall, Market Square, Popup Square, and Gallery Cafe?to reflect diverse customer tastes. For the first time in the department store industry, Iconic Hall was filled with street sensibility in collaboration with MZ artist Kim Se-dong (SAMBYPEN), who also produced exclusive goods. Shinsegae installed a 'Graffiti Wall' painted by Kim Se-dong himself in the middle of Iconic Hall, the main entrance with high accessibility to the subway, through which 70% of Centum City Mall visitors enter.
Market Square, a space introducing trendy brands, offers a gallery-like atmosphere. By minimizing fixtures in front of stores, it removes pathways and store boundaries, displaying products like artworks to provide an experience akin to viewing an exhibition. The Gallery Cafe uses LED facades and metal materials to create a spacious feel. Popup Square, located between Gallery Cafe and Market Square where foot traffic is expected to be highest, captures customer attention.
To commemorate the opening of Hyper Ground, Centum City Branch prepared various events including exclusive products. Celebrating the first official department store entry of popular MZ brands such as IMIS and MISCHIEF, Hyper Ground exclusive items like hats and T-shirts are introduced. Shinsegae Department Store’s representative character Poovilla also visits Centum City to celebrate the opening alongside popular character Pengsoo. From the 1st of next month for one month, Poovilla×Pengsoo photo zones and Pengsoo goods will be showcased at Hyper Ground, and on March 9th, a Pengsign event (Pengsoo autograph session) will be held for customers who pre-apply via the Shinsegae Department Store mobile application.
Centum City Branch plans to renew its overseas fashion hall in the first half of this year to lay the foundation for a future-oriented department store. Along with the Gangnam Branch in Seoul, it aims to become one of the two leading department stores in Korea. Park Soon-min, General Manager (Executive Director) of Shinsegae Department Store Centum City Branch, said, "Shinsegae Centum City Branch is being reborn as a completely new department store with highly sensitive content that resonates with MZ consumer trends through renewal," adding, "Based on spatial innovation, we will continue to grow as a future-oriented department store that captivates not only Busan but also overseas MZ customers’ hearts."
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