HDC I'Park Mall Renovates Living Park and Opens 'Dopamine Station'

Proving Its Status as a Hotspot with Popular Desserts, IP Goods, and Games
Bringing Together Curated Spaces for Customers

HDC I'Park Mall has renovated the third floor of its Yongsan branch Living Park and newly opened it as "Dopamine Station," a space where fun and trends come together.

Dopamine Station is an experiential play area, with its name reflecting both the meaning of a "dopamine charging station" full of joy and the unique characteristic of the Yongsan branch being located in a privately funded railway station.

Customers are browsing products at the Dopamine Station. Provided by HDC I'Park Mall.

The most notable feature is that it brings together unrelated product categories such as trendy food and beverage (F&B) brands, popular intellectual property (IP) content, K-pop, games, gacha shops, and wine shops all in one space.

Departing from the traditional retail merchandise planning (MD) approach, the mall aims to curate and present "streets" that make customers feel good from their perspective. As a result, it has discovered unique content that differentiates itself from typical department store product categories. Examples include ▲custom keyboards ▲Buddhist goods ▲knitting ▲vintage shops ▲caudex plants ▲yoga.

Within Dopamine Station, there is also a dedicated pop-up space called "The Popup." With flexible operation periods ranging from weekly pop-ups to three months, six months, or one year depending on the store, the space can be adapted to trends so that visiting customers can always experience something new. Currently, The Popup is gaining popularity, attracting an average of about 1,000 visitors per day.

I'Park Mall plans to solidify its position as a mecca for enthusiast content by introducing a large number of IP goods shops and game stores at the grand opening scheduled for August 6.

Choi Yonghwa, Executive Director and Head of Operations at HDC I'Park Mall, stated, "We plan to continuously upgrade the content of Dopamine Station so that it can establish itself as an 'urban playground.' We will strengthen our future growth engines to provide customers with unique experiences and the highest satisfaction amid rapidly changing consumer trends."