SOUTH KOREA. Shinsegae Duty Free has elevated its retailtainment strategy with the launch of a large-scale media art film, ‘Shopping Theme Park’, showcased on the outdoor LED screen at Shinsegae Square in its Myeongdong flagship store in Seoul.
Timed to coincide with the peak September-October travel season, the initiative transforms the duty-free experience from a simple retail transaction into an immersive, theme park-inspired journey that blends shopping with fun, entertainment and discovery.
Building on Myeongdong’s revival as a leading tourist hub, Shinsegae Duty Free seeks to enhance its flagship store’s identity and reinforce its status as the district’s landmark.
Highlighting the message ‘Shopping Theme Park’, the campaign transforms shopping into a lively, festival-style experience, following Paul + Bani as they explore fashion, beauty and K-style in a creative gift box world inspired by the store.
The story concludes by connecting the virtual world with real-life, leading visitors into the Myeongdong store for an immersive experience.
The film brings characters to life with anamorphic 3D and ribbon simulations, set against realistic backdrops of Namsan, Myeongdong streets and the store exterior.
Production of the film incorporates themes from the store’s spaces, featuring a lighting tunnel on the 10th floor inspired by Carsten Höller’s Y Spiral and a beauty-themed take on the 11th floor Sky Park.
Dynamic camera movements, swift transitions and real-store elements create a blend of fantasy and reality, while offering clear wayfinding for floors 8-12.
Extending the immersive experience into the store, the Sky Park will feature a Paul + Bani interactive installation for photo opportunities, complemented by holiday-themed events during Chuseok and peak travel season.
The campaign underscores Shinsegae Duty Free’s approach to blending shopping, entertainment and cultural experiences.
A Shinsegae Duty Free spokesperson said, “As our Myeongdong flagship continues to be a must-visit destination for international travellers, we will keep unveiling creative content that elevates shopping into the realm of travel and celebration.
“This project marks an important step in establishing the store as a true experiential landmark in the heart of Myeongdong.” ✈
