SOUTH KOREA. Shinsegae Department Store – home to the Shinsegae Duty Free downtown flagship – has unveiled a spectacular media façade, newly branded as ‘Shinsegae Square’ in Myeong-dong, Seoul.
Under the theme ‘Pursuit of Christmas Moments’, the vast 1,292.3sq m installation (the size of three basketball courts) covers the department store’s entire exterior, transforming the building into a giant digital display.
It showcases a variety of multi-cultural digital content, including Christmas films, K-pop videos and artworks.
Shinsegae said: “Shinsegae Department Store now presents Shinsegae Square, where visual beauty and cutting-edge technologies are met to make the most cherishable memories to those visiting Seoul.
“Having been rebranded as the iconic cultural hub with its K-culture contents and media artworks, Shinsegae Square will proceed to become the ultimate ‘lifestyle destination’, nowhere to be compared in Seoul.”
Shinsegae is the country’s leading department store, attracting more than 6 million visitors last year, ranking it alongside Harrods in the UK and Tokyo’s Isetan among the world’s top retail flagships.
The retailer has been showcasing these holiday-themed installations for the past ten years, offering visitors a theatrical seasonal experience.
The engaging visuals bring to life the story of Shinsegae Department Store, transforming the building into a magical Christmas castle, featuring festive dinner parties and amusement parks adorned with sparkling lights.
To ring in the New Year, the retailer will highlight a variety of K-culture content and media artworks at Shinsegae Square. ✈
