"Completely Renovated After 12 Years"... Shinsegae Main Store New Building Strengthens Luxury Apparel and Jewelry

2,500 Pyeong Renewal Opens, Lemaire and Courreges Launch New Stores
Restaurants Relocated, Seogwan Myeonok, Gwanghwamun Gukbap, and Kim Susa Join the Lineup
Exclusive VIP Lounge for Diamond Members and Above Now Open

Shinsegae Department Store's main branch announced on the 13th that it will unveil a store with significantly enhanced luxury brands and food and beverage (F&B) offerings after completing the renewal of its new building on the 14th.

The total retail area included in this renewal reaches 2,500 pyeong (approximately 8,264 square meters). This is the largest-scale renovation since the opening of the Shinsegae main branch's new building. A key feature is the strengthening of the luxury lineup by introducing luxury jewelry stores and overseas designer clothing brands.

On the 3rd floor of the new building, the first-ever 'Overseas Designer Clothing Specialty Hall' in the commercial district will be introduced. More than 20 luxury clothing brands that showcase leading collections annually from globally renowned fashion cities such as Paris, Milan, New York, and London will be gathered. The French designer brand 'Lemaire,' representing the old money look, and 'Courr?ges,' known for futuristic designs, will open new stores at the main branch. French luxury brand 'Jacquemus,' British luxury brand 'Erdem,' and Belgian luxury brand 'Dries Van Noten' will also open regular stores.

The 2nd floor of the new building will see luxury stores expand their spaces. About 10 luxury brands representing the sector, including Burberry, Balenciaga, Brunello Cucinelli, and Saint Laurent, will increase their store sizes by approximately 20% compared to before. The product range has been expanded beyond bags and wallets to include clothing and accessories.

High-end jewelry brands have also been introduced. Luxury jewelry brands reflecting recent trends, such as 'Pomellato' and 'Messika,' which represent Italy and France respectively, have more than doubled compared to before.

Shinsegae Department Store Main Branch in Jung-gu, Seoul has undergone a major renewal for the first time in 18 years. In particular, the second floor of the new building has expanded and reopened 10 luxury brand stores including Burberry, Balenciaga, and Brunello. The photo shows the second floor of the new building, where customer flow has been widened for shopping convenience.

The dining area has also relocated and been renovated. The restaurants previously located on the 5th floor of the main building have moved to the 13th and 14th floors of the new building. These spaces are suitable not only for casual family meals but also for business meetings. 'Gwanghwamun Gukbap,' selected for the Michelin Guide Seoul Bib Gourmand for seven consecutive years since 2019, and 'Seogwan Myeonok,' which has received the Blue Ribbon Survey for six consecutive years, are entering the industry for the first time. Additionally, 'Kim Susa,' which opened for the first time in the industry at the House of Shinsegae in the Gangnam branch and has been drawing crowds daily, will also open in the main branch's new building. Furthermore, traditional long-established restaurants and trendy F&B outlets will be added by June.

The renewal has also greatly improved customer shopping convenience. Each floor is decorated with the concept of elegant European gardens and galleries, and customer pathways have been widened by about 1 meter compared to before to secure a sense of space and ease of shopping. This is to allow customers to enjoy shopping comfortably in a luxurious and cozy atmosphere.

VIP customer services have also been enhanced. A First Prime Lounge, accessible to customers with diamond or higher status, has been newly established on the 7th floor of the new building, and the existing First Lounge has been completely renovated and reopened. Services include the ability to reserve lounge seats in advance and the creation of a separate Private Dining Room (PDR). In addition, in connection with the Shinsegae Gallery, artworks by famous artists will be exhibited.

A Shinsegae Department Store official said, “The new building has transformed by expanding its portfolio of luxury and high-end jewelry and attracting numerous popular restaurants. We will continue to evolve relentlessly to provide customers with new shopping experiences based on our unique brand competitiveness.”