A hotel is opening inside a department store. On June. 9., Shinsegae Department Store announced that it would open a premium food and beverage venue called “House of Shinsegae” on June. 10. at its Gangnam branch in Banpo-dong, Seocho-gu, Seoul, modeled after a luxury hotel. Shinsegae’s concept arises from a sense of crisis that a department store can no longer function purely as a shopping destination. Shinsegae will offer face-to-face complete services and restaurants that are not available elsewhere, allowing clients to enjoy experiences traditionally reserved for luxury hotels within a department store. The goal is to change the facility from a place where consumers may dine while shopping to a destination known for its exceptional eating experiences.
House of Shinsegae is meant for high-end social gatherings and business meetings, and its food hall has been carefully curated to reflect this. It has brought in “Kim Susa,” a sushi restaurant that has not launched a second location in nearly 40 years, and “Unagi 4 daime Kikugawa,” which has never opened a branch in Korea. In addition, hotel professionals managed the interior design, choosing dark lighting rather than bright lighting found in normal department stores. The lively communal tables prevalent in food courts have been replaced by cocktail bars, premium rooms, and high-end wine shops reminiscent of a luxury hotel. For the first time in domestic department stores, its operating hours will be expanded until 10 p.m.
House of Shinsegae, located on the boundary of Shinsegae Department Store’s Gangnam branch and JW Marriott Seoul, is 7,273 square meters (approximately 2,200 pyeong) in size and comprises a food hall, fashion and beauty select shops, and luxury select shops. After Shinsegae Duty-Free Shop left the space in 2021, Shinsegae Department Store evaluated how to use the space and began a comprehensive restoration of the food hall for the first since 2009. Following the opening of a dessert-specialty space, “Sweet Park,” as the first project in February, Shinsegae Department Store now presents House of Shinsegae, combining premium hotel-style services.
Shinsegae Department Store stated, “House of Shinsegae is designed like a mansion reflecting the high taste of its owner.” The lobby is furnished with sofas and tables to resemble a reception area, and the entrance is made of wood and semi-transparent glass to provide a homely atmosphere. The wine shop is designed to connect from room to room, giving the impression of discovering hidden places within a mansion. AWOS (A Work of Substance), the Hong Kong interior design firm in charge of House of Shinsegae, stated, “Styling a department store like a home is rare globally, but it will remain a meaningful result.”
Department shops typically lack three things: windows, clocks, and first-floor toilets, which keep shoppers from noting the passage of time while shopping. However, House of Shinsegae has changed its strategy, allowing clients to experience the passage of time through illumination. During the day, the lighting is adjusted to 400 lux, equal to that of a standard office, and at night, it dims to 50 lux, similar to a bedroom lamp. This setup creates a relaxed dining environment during the day and a setting appropriate for drinking in the evening. The operation hours have been extended from 7 p.m. to 10 p.m. so that consumers can enjoy alcoholic beverages at their leisure.
