[Report] Even Chanel Fell for It... The Heritage of the 90s Restored by Shinsegae

Opening of 'The Heritage' at Shinsegae Department Store in Myeongdong, Seoul
Former Joseon Savings Bank Main Branch Reborn as a Luxury Boutique Hall
Focus on Preserving and Restoring the Original 90-Year-Old Interior
From High-End Chanel to Traditional Craftworks All in One Place
Blending History, Culture, and Shopping... Aiming for a Global Landmark

'The Heritage,' a luxury boutique specialty hall at the Shinsegae Department Store Main Branch in Jung-gu, Seoul, officially opened on the morning of the 9th. Located on the fourth floor of the building, which Shinsegae Department Store meticulously developed, chandeliers and plaster floral reliefs reminiscent of those seen in European palaces and mansions lined the ceiling. The soft lighting harmonized with the white interior, creating an elegant atmosphere.

Shinsegae Department Store The Heritage 4th Floor Exhibition Hall. Photo by Kim Heung-soon

Built in 1935, this building was originally used as the main branch of Joseon Savings Bank, the predecessor of SC First Bank. Shinsegae Department Store purchased it in 2015, focusing on preserving and restoring the interior and structural elements from 90 years ago as much as possible. Among these, the entire fourth floor, housing the history hall and gallery, was notably designed like a vintage museum and art gallery.

In the center of the long corridor, an exhibition case was placed, gathering cultural heritage-level collections such as wallpaper and floor finishes featuring old coin patterns, wall tiles, and metal number tags used by Joseon Savings Bank customers. Kim Hyo-yoon, head of the Shinsegae Department Store Main Branch Renewal Task Force (TF) team, explained, "We focused on restoring the interior as close to the original as possible based on historical documents and photos recording the building's interior from the 1930s. We also recreated the wooden walls and door frames, as well as the stained glass attached to the glass doors, reflecting the building's appearance at the time of completion."

Building interior materials and bank number tags used at the time of completion in 1935 when it was the head office of Chosun Savings Bank. Photo by Kim Heung-soon

In the history hall located on one side of the fourth floor, various artifacts and materials owned by Shinsegae are digitized and presented to visitors. Visitors can also see Shinsegae Department Store exclusive products from the 1960s and 1970s, such as handbags, neckties, pencils, wrapping paper, and restaurant supplies. The large safe door installed on the first floor at the time of completion has been preserved in its original form and is displayed in the history hall.

In mid-month, the space formerly used as a bank auditorium will be renovated and transformed into a gallery. This space will host exhibitions of paintings and crafts in collaboration with famous domestic and international artists. The opening exhibition will showcase photographs depicting the Namdaemun area, the center of Seoul from the 1930s to the 1950s, along with the history and heritage of Shinsegae. A Shinsegae Department Store official stated, "Most exhibitions can be viewed free of charge, and even if some are operated with an admission fee depending on the situation, the fee will not exceed 5,000 KRW per person."

The Shinsegae Department Store Main Branch, Korea's first department store, was designated as Seoul City Tangible Cultural Property No. 71 in 1989. Over ten years of renovation, the building was developed into a space combining history, culture, and shopping, emphasizing luxury and traditional elements. A Shinsegae Department Store official explained, "We focused on modernizing the past function of department stores, where people used to drink tea, chat, and exchange information about crafts and artworks."

Reflecting this, the basement level 1, which was previously used as parking for bicycles and rickshaws, was remodeled into a shopping space. This area now houses a gift shop offering ceramics, crafts made from straw, tableware, and tea sets. Additionally, French luxury crystal brands 'Lalique' and 'Baccarat,' the luxury tableware brand 'Christofle,' and Denmark's high-end audio specialist brand 'Bang & Olufsen' have opened stores on basement level 1.

Gift shop on Basement Level 1 of The Heritage at Shinsegae Department Store Main Branch. Photo by Kim Heungsoon

Preserving the original characteristics of luxury-focused stores, the luxury brand 'Chanel,' which was previously located in the Shinsegae Department Store Main Branch, opened a new boutique here. The Chanel store, occupying both the first and second floors, includes dedicated spaces for ready-to-wear (RTW), handbags, and shoes, as well as exclusive salons for watches and fine jewelry. Furthermore, it exhibits about 70 artworks, objets, and furniture ranging from classical to contemporary pieces personally selected by the store's designer, Peter Marino.

It is expected that high-end brands will also open stores on the third floor, which is currently undergoing finishing work. Additionally, on the fifth floor, 'House of Shinsegae Heritage,' a space interpreting Korean cultural heritage through Shinsegae's perspective, has been established. This venue will regularly host exhibitions showcasing Korean culture and lifestyle, collaborative exhibitions with artisans and artists, expert lectures, and workshops. A relaxation area called the 'Dessert Salon' and a rooftop garden have also been prepared on the upper floors.

Old Shinsegae Department Store products exhibited at The Heritage History Museum. Photo by Kim Heungsoon

Shinsegae Department Store plans to develop the Main Branch area, adjacent to Namdaemun Market and Myeongdong, into Shinsegae Town, a global landmark encompassing both domestic and international shopping and tourism visitors. With this in mind, the main building was named 'The Reserve,' and the new building, opened in 2005, was named 'The Estate.' Following the unveiling of The Estate last month and The Heritage on this day, The Reserve, focusing on luxury goods and accessories, is scheduled to open in the second half of this year. A Shinsegae Department Store official explained, "We introduced new English names to ensure that the characteristics of each building are well conveyed not only to domestic but also to foreign tourists." According to Shinsegae Department Store, the proportion of foreign buyers at the Main Branch has shown significant growth year-on-year: 241% in 2022, 514% in 2023, and 458% in 2024.