Renewal Opening of Annex on the 13th? Hyundai Department Store Applies 'Curation Strategy'
Hyundai Department Store Mokdong Branch Annex 1st Floor The Lobby Store Exterior View [Photo by Hyundai Department Store]
Hyundai Department Store is unveiling a specialty zone for the 2030 generation filled with emerging brands at its Mokdong branch. Building on the MZ generation (Millennials + Generation Z) tailored curation strategy proven at The Hyundai Seoul, Pangyo, and The Hyundai Daegu, the company plans to create the top MZ specialty zone in the commercial district where customers can enjoy cutting-edge trends and diverse experiences.
On the 13th, Hyundai Department Store announced that it has completed a year-long renovation of the annex, finishing with the renewal of the 'Central Connection' on the second basement floor of the Mokdong branch, and is now entering full-scale operations.
The Mokdong branch annex spans a total of 16,809㎡ (approximately 5,000 pyeong) from the first floor above ground to the third basement floor, housing a total of 227 brands across various sectors including fashion, outdoor, lifestyle, dining restaurants, and cafes. Notably, 38 of these brands are entering department stores for the first time, and 20 brands are being introduced for the first time in the western Seoul commercial district.
A Hyundai Department Store official explained, “The Mokdong branch annex breaks away from the traditional department store operation style centered on casual wear and SPA brands, and features a large number of emerging fashion brands with strong fandom among the MZ generation, as well as various types of lifestyle content, creating a space where the 2030 generation wants to stay and enjoy.”
The newly renovated Mokdong branch annex applies a floor-by-floor 'specialty zone' concept that further develops the MZ generation curation strategy Hyundai Department Store has been strategically implementing in various stores since the opening of The Hyundai Seoul to strengthen its appeal to the MZ generation. It consists of the first-floor lifestyle curation specialty zone 'The Lobby,' the second basement floor MZ generation specialty zone 'Central Connection,' and the third basement floor sports specialty zone 'Sports Ground.'
To provide a differentiated spatial experience, Hyundai Department Store also made significant changes to the store design. Reflecting the characteristics of the Mokdong commercial district, the first floor was designed with a hotel lounge concept to create a space where customers can enjoy brunch and relaxation in addition to shopping, while the basement floors feature stylish lighting and tiles applied appropriately to create a sophisticated space where the MZ generation can stay and enjoy.
To commemorate the completion of the renovation, Hyundai Department Store Mokdong branch is holding a promotional event. Until the 26th, customers who purchase 600,000 KRW or 1,000,000 KRW or more at a single brand using a Hyundai Department Store card will receive Hyundai Department Store gift certificates worth up to 7%, and during the same period, customers who purchase furniture or home appliances worth 1,200,000 KRW, 3,000,000 KRW, or 5,000,000 KRW or more will receive Hyundai Department Store gift certificates worth up to 15%.
A Hyundai Department Store official said, “Through this renovation, the Mokdong branch has acquired differentiated content that MZ customers can enjoy,” adding, “We will continue to proactively introduce the latest trend MDs and expand MZ-specialized spaces in various stores to provide the MZ generation with unique enjoyment that can only be experienced at Hyundai Department Store.”
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
