The Giant Media Facade 'Shinsegae Square'... Capturing Glamour and Eco-Friendliness

Immersive 3D Effect on Larger Screen
Reusable Steel Structures Applied for Next 10 Years
35% Less Power Consumption Compared to Same Area

Shinsegae Department Store announced on the 20th that 'Shinsegae Square,' launched earlier this month, is attracting attention from domestic and international tourists for its dazzling exterior and eco-friendliness.

Shinsegae Square. Provided by Shinsegae Department Store

Shinsegae Square is a renovation of the existing media facade. Instead of the prefabricated steel frames that are replaced approximately every three years, it uses structures that can be used for about 10 years without replacement.

This year, in collaboration with Samsung Electronics, a giant media facade was installed on the main store's exterior wall, minimizing flicker phenomena such as slight blinking when filming videos transmitted to Shinsegae Square, allowing for more vivid and clear content enjoyment. A 3D anamorphic technique that expresses depth and presence was also applied to enhance immersion.

The newly created Shinsegae Square (1292.3㎡) is about 13% larger than last year (1134㎡), but thanks to highly efficient power design, the company explained that it can save up to 35% more energy compared to the same area. An open design that minimizes heat generation without cooling fans was also applied to reduce additional power consumption.

Brand advertisements, which were previously posted as large banners on the department store's exterior walls, have also been changed to media facade formats, contributing to waste reduction. Additionally, considering elements that could obstruct the vision of drivers and pedestrians, the color and brightness are finely adjusted by time of day to minimize light pollution.

Lee Seong-hwan, Executive Director of Sales Strategy at Shinsegae Department Store, said, "Shinsegae Square continuously strengthens eco-friendly elements from planning, production, and installation to operation. We will continue to provide customers with diverse attractions while adding eco-friendly resources to gain social empathy."