Increase Complex Value with 'Commercial Area Revitalization'... 'Brighton Yeouido' Equipped with Direct Commercial Space

- Revitalizing Commercial Districts and Increasing Complex Value through Directly Managed Stores and Vendor Management Know-how
- Shinyoung Leverages Experience Operating Cheongju Gwell City Mall to Establish Presence in Yeouido... Landmark Expectations

Commercial facilities within complexes, operated in the form of direct management stores, are rapidly emerging as one of the factors that enhance the value of the complexes. This is because developers with capital strength and management know-how often revitalize commercial districts and build systematic commercial value, thereby influencing the overall value of the complex.

Unlike sale-type commercial spaces that prioritize development profits, commercial facilities within complexes operated under direct management have different goals and management methods for store operation.

Since developers adopt a direct operation method to revitalize commercial districts and increase the value of stores, the greatest strength lies in the ability to systematically compose MD (merchandising) tailored to the differentiated concept of the specific commercial facility. This method restricts industries or brands unsuitable for the overall store composition and enables optimal store composition that enhances the value of the commercial facility by comprehensively considering factors such as traffic flow on each floor.

A representative example is ‘Shinyoung’s’ ‘Gwell City Mall,’ a leading domestic developer. Launched in 2007 as part of the ‘Cheongju Gwell City’ mixed-use development (MXD) project in Bokdae-dong, Cheongju, Shinyoung’s Cheongju ‘Gwell City Mall I·II’ attracted large SPA brands such as ZARA and H&M, as well as cinemas, through direct management from the early stages. It also gained attention with its highly visible landmark exterior design and systematic MD composition.

Since then, the Gwell City area where Cheongju ‘Gwell City Mall I·II’ is located has evolved into a representative local commercial district encompassing various contents such as shopping, living, education, culture, and dining. Along with residential facilities such as Shinyoung Gwell City Phase 1, Cheongju Gwell City Prugio, and Doosan We’ve Gwell City Phase 2, Bokdae-dong in Cheongju has been called the ‘Gangnam of Cheongju’ and is highly regarded for significantly contributing to its rise as a prestigious residential area.

An industry insider said, “In addition to Cheongju Gwell City Mall, Shinyoung has been highly evaluated for dramatically increasing the value of complexes and regions through commercial facilities in places like Buldang Gwell City Mall, Incheon, and Ulsan. From the initial design to the MD composition, the commercial facilities were created by meticulously analyzing and practically applying the needs of the main demand groups, showing how profoundly the lifestyle of residents and local people and the entire region are affected.”

In this regard, ‘Brighton Square,’ the commercial facility within the high-end residential complex ‘Brighton Yeouido’ supplied by Shinyoung on the former MBC site in Yeouido, is attracting attention.

‘Brighton Square’ is a commercial facility within the complex consisting of four floors from basement level 1 to ground level 3, developed together with a landmark mixed-use complex comprising two apartment buildings, one officetel building, and one office building (Anchor One).

Brighton Square is operated by Shinyoung’s direct management method and is expected to house a large number of trendy F&B businesses that have recently gained popularity, ranging from casual dining to fine dining. These include fine dining ‘Go Cheongdam,’ premium Chinese restaurant ‘Shinryu,’ Korean dining bar ‘Alachalim,’ Japanese omakase ‘Sushiyu,’ casual dining ‘Soi Yeonnam,’ avocado salad ‘Alavo,’ cold noodle specialty ‘Mimidam,’ as well as ‘Starbucks’ and organic bakery ‘Paulcon Bakery.’

Additionally, various lifestyle-related businesses such as the eyewear brand ‘ALO,’ premium dermatology hair salon ‘Maison de ID Hair,’ VIP-specialized bank ‘Hana Bank PB Center,’ and Hana Securities will also be curated by Shinyoung to suit the local commercial district and open in the facility.

Meanwhile, Shinyoung is currently supplying the ‘Brighton Yeouido’ apartments, scheduled for occupancy in October, as short-term private rental housing for four years, and the model house is located in the Samseong-dong area of Gangnam-gu, Seoul.

This content was produced with the assistance of AI translation services.