'House of Shinsegae' Targets Luxury Consumers... Opens Largest VIP Facility

Mezzanine (1.5 Floor) Between Department Store and Hotel Unveiled
Comprehensive Luxury Select Shop 'Boondeshop Mezzanine' Opens
Personal Shopping Room (PSR) Also Opens... Largest Scale in Domestic Department Stores

Shinsegae Department Store announced on the 28th that it will open the luxury lifestyle select shop "Boondeshop Mezzanine" at the Gangnam branch's "House of Shinsegae." The VIP-exclusive facility, the "Personal Shopper Room (PSR)," also opened on the same day and is the largest of its kind in the industry.

The House of Shinsegae is a space created by Shinsegae on a 7,273㎡ (approximately 2,200 pyeong) site spanning three floors connecting the Gangnam branch's luxury goods hall and the JW Marriott Hotel Seoul. It was first introduced in June with a food hall and a fine wine specialty store, "Wine Cellar" (1st floor). The House of Shinsegae Food Hall, boasting hotel-level space and services, saw sales increase by 140% compared to existing food halls, and the average purchase amount per transaction (customer unit price) tripled.

Shinsegae Department Store Gangnam Branch.

The mezzanine floor unveiled on this day refers to the 1.5th floor located between the 1st and 2nd floors (JW Marriott Hotel Seoul lobby). "Mezzanine" is an architectural term from Italian meaning a lounge and balcony space between the 1st and 2nd floors.

Cheongdam-dong Boondeshop Brings Beauty and Lifestyle to House of Shinsegae

The Boondeshop Mezzanine opening here is a select shop covering fashion, beauty, and lifestyle genres, occupying 777m² (approximately 235 pyeong). Boondeshop is Korea's first luxury fashion select shop, which opened in Cheongdam-dong, Gangnam-gu, Seoul, in 2000. Boondeshop Mezzanine has expanded from luxury fashion to include beauty and lifestyle.

In women's fashion, it features premium brands such as "The Row," a designer brand founded by the Hollywood Olsen sisters from the U.S., Daniela Gregis, Anona, and Gabriela Hearst. The men's section includes high-end classic brands like Cesare Attolini, Orazio Luciano, and Bontoni. Additionally, a "Tailor Station" will be available for made-to-order (MTO) custom shirts and suits.

The lifestyle genre will also operate with silverware and crystal objects. About ten brands, including the 200-year-old French silverware brand "Puiforcat," along with vintage items, will be exhibited and sold. The beauty section is scheduled to open by the end of this year.

The space itself embodies the concept of "home," which is the theme of the House of Shinsegae. The approximately 230-pyeong area is designed like a house with a living room, dressing room, powder room, and study. The ceiling height is lower than other department store spaces to create a home-like atmosphere, and products are displayed alongside luxury furniture and artworks.

Jang Su-jin, Head of Merchandising at Shinsegae Department Store, explained, "Boondeshop Mezzanine is a new type of retail space where customers can enjoy culture along with shopping. We focused on creating a space that combines fashion and art with Boondeshop's unique perspective to provide timeless beauty and value."

Personal Shopping Room (PSR) Also Opens... Largest VIP Facility in Domestic Department Stores

The VIP-exclusive Personal Shopping Room (PSR) also opened. Covering 337㎡ (approximately 102 pyeong), it is the largest VIP facility within domestic department stores. Here, personal shoppers with up to 30 years of professional experience in various fields assist customers with one-on-one customized shopping. Services include fashion and beauty styling and consulting, as well as monthly VIP customer-specialized cultural events.

Differentiated private shopping services are also provided, such as one-on-one customized brand invitation events and the concierge service "Digital PSR," which supports shopping for brands not yet present in the store using IT devices. Throughout Boondeshop Mezzanine and PSR, artworks carefully selected by Shinsegae Gallery according to seasons and themes are exhibited and sold.

With the opening of the mezzanine floor, Shinsegae completes the House of Shinsegae while aiming to provide content that meets the standards and tastes of VIP customers. Shinsegae Department Store Gangnam branch surpassed 3 trillion KRW in sales (transaction amount) last year, the first single retail facility in Korea to do so. VIP sales account for half (49.9%) of the total sales at the Gangnam branch. The goal is to satisfy VIP customers' demands and attract potential VIPs through so-called "spatial experiences."

Kim Seon-jin, Head of Sales and Manager of the Gangnam branch at Shinsegae Department Store, said, "The House of Shinsegae has evolved into a high-end offline platform where shopping, gourmet dining, relaxation, and cultural experiences are all possible. The spatial connection between the department store and the hotel, along with high-quality content, will provide a spatial experience unique to the Gangnam branch, a world-class department store in name and reality."