Shinsegae Opens Largest Department Store in Central Region... "As an Experiential Landmark"

Daejeon Shinsegae Art & Science (Photo by Shinsegae Department Store).

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[Asia Economy Reporter Kim Yuri] Shinsegae Department Store will open its 13th branch in Daejeon on the 27th. This is the first new store opening in five years since Daegu Shinsegae.

The 'Daejeon Shinsegae Art & Science' spans a total floor area of 284,224㎡ (approximately 86,000 pyeong) and is the largest in the central region, consisting of basement 3 floors to 43 floors above ground. Located on Expo-ro in Yuseong-gu, Daejeon, it comprises an eight-floor department store and the 193m tall Shinsegae Expo Tower. The department store's sales area is 92,876㎡ (about 28,100 pyeong). It is the third largest Shinsegae branch after Centum City and Daegu Shinsegae.

Shinsegae Department Store emphasized that this location is filled not only with shopping but also with content encompassing science, culture, and art. It features scientific facilities created in collaboration with KAIST, the first indoor sports theme park in Daejeon and Chungcheong, an aquarium utilizing digital media, an art observatory with artworks, the premium hotel Onoma, and a rooftop garden overlooking Gapcheon River, offering various experiential facilities.

Notable is the participation of world-renowned architects and interior designers such as KPF, who designed New York's Hudson Manhattan Tower; Rockwell, who designed New York's Neue House and Macau MGM Hotel; as well as Roman Williams and Jeffrey Hutchison.

Shinsegae Department Store President Cha Jeong-ho said, "Shinsegae, which has continuously innovated, is proudly presenting the new Daejeon Shinsegae Art & Science, its first new store in five years. Based on the data accumulated by Shinsegae, we have curated brands optimized for the local commercial district. It will become a landmark representing the central region."

The department store at Daejeon Shinsegae Art & Science consists of eight floors from basement level 1 to the 7th floor, excluding parking. Each floor has a maximum area of 3,800 pyeong, larger than Shinsegae Gangnam Store (about 2,000 pyeong). Upon opening, popular luxury brands such as Gucci, Bottega Veneta, Balenciaga, Tod's, Valentino, Celine, Moncler, Brunello Cucinelli, Ferragamo, and Burberry will be introduced. Brands like Fendi, Bottega Veneta, Saint Laurent, Celine, Tom Ford, Jaeger-LeCoultre, Panerai, Bulgari, Piaget, and Chaumet are uniquely available only in the Daejeon region. Premium brand popups such as Gucci and Chanel Cosmetics will be held to commemorate the opening.

The luxury men's specialty section will also open simultaneously for the first time in Korea. Men's brands such as Gucci, Tom Ford, Balenciaga, Bottega Veneta, and Dolce & Gabbana will be available. The children's luxury section will open as well. Moncler Enfant and Bon Junior are exclusive to the Daejeon region, and various kids' brands like Burberry Children and Ralph Lauren Children are also prepared.

There are a total of 47 cosmetics brands, the largest scale in the region. Alongside Gucci Beauty, Maison Margiela Perfume, and Maison Christian Dior (MCD), Shinsegae International's premium brands such as Herm?s Perfume, Swiss Perfection, and Yeonjak will be introduced for the first time in the region.

Shinsegae-operated select shops including Boon the Shop, Maison Margiela, Acne, Herno, Marni, Lemaire, AMI, and Maison Kitsun? are configured as exclusive stores in the Daejeon region, and the popular street fashion brand Ader Error is entering the department store industry for the first time.

Services segmented by category include the 'Campnic Zone' for camping enthusiasts, the department store's only directly operated golf shop 'Golf Shop,' 'S.TYLE GOLF' targeting MZ golfers for the first time in Daejeon, and the sleep consulting space 'Sleeponomics Zone.'

The food hall, designed with interiors reminiscent of New York's Chelsea Market, offers a variety of local specialties from Korean cuisine to dessert bakeries.

Representative brands include 'Shinchai,' a Chinese cuisine brand by master chef Yu Bang-nyeong of the four major Chinese culinary schools; 'Hou Sum,' capturing the authentic Hong Kong atmosphere; 'Sushi Hosan' by chef Lee Seung-chul, formerly of Hotel Shilla Ariake; 'Banh Mi Phuong,' a famous banh mi brand from Hoi An, Vietnam; and 'Tankwang,' a casual Japanese dining by chef Oh Jae-sung from Dosan Park.

Shinsegae Nexperium (Photo by Shinsegae Department Store).

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Experiential content has also been diversified. The science museum 'Shinsegae Nexperium,' created in collaboration with KAIST researchers, is an edutainment space where science and culture can be enjoyed simultaneously. A Shinsegae official explained, "As Korea's first private science academy in partnership with KAIST, located at the site of the 1993 Daejeon Expo, it inherits symbolic significance and presents cutting-edge science through fun play in 2021." It is themed around the three major future fields: robotics, bio, and space. Artificial intelligence analyzes individual visitor experiences and continuously discovers new content.

The 'Daejeon Expo Aquarium' exhibits over 20,000 creatures of about 250 species in a 4,200-ton tank, including around 60 rays, the largest number in Korea. Visitors can explore the marine world using digital media. The aquarium is themed on Poseidon, the sea god of Greco-Roman mythology, featuring sculptures by overseas artists and a 27m-long LED screen, the longest in Korea, telling various stories.

The indoor sports theme park 'Sports Monster' features a more varied rope course, a vertical slide dropping straight down, and art climbing, following Starfield Hanam, Goyang, and Anseong branches. Digital experiences such as squash and baseball batting are also available.

A premium multiplex cinema combining Dolby and boutique suites is prepared for the first time in the Chungcheong area. Megabox Dolby Cinema is opening its fourth store in Korea in Daejeon, with 7 theaters and 943 seats.

The 193m observatory 'The Art Space 193' is not just an observatory but an art observatory. Visitors can experience the special exhibition 'Living Observatory' by world-renowned installation artist Olafur Eliasson.

'Hotel Onoma, Autograph Collection' is currently accepting advance room reservations. It occupies a total of 15 floors from the 5th to 7th and 26th to 37th floors of the Expo Tower, with a total of 171 rooms. The 26th-floor swimming pool and 27th-floor fitness facilities, rooms, banquet halls, and restaurants offer a special experience that energizes everyday life with a panoramic city view.

Meanwhile, as the new store opens amid COVID-19, thorough quarantine measures are in place. A Shinsegae official explained, "About 30 'thermal AI cameras' installed on the ceiling and stands at the entrance measure the temperature of about 20 people simultaneously every 0.5 seconds without obstructing customer movement. When a fever is detected, it links with the advanced CCTV system to identify close contacts and trace movement paths."

They added, "At every gate, a four-step one-stop quarantine package is prepared, including wrist temperature measurement devices, contactless hand sanitizers, QR code verification, and visit registration. Antibacterial and antiviral special coatings have been applied to elevator and escalator buttons, and air sterilizers have been installed for the first time in customer facilities such as Shinsegae Academy and VIP lounges."

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