‘Weaving heritage with modern retail’ – Shinsegae debuts shopping landmark in Seoul

SOUTH KOREA. Shinsegae Department Store has yesterday (9 April) unveiled The Heritage, its latest flagship destination in Seoul’s bustling shopping district of Myeong-dong.

Located in a restored 90-year-old building, the commercial space combines preserved historical features with contemporary retail, including luxury boutiques and craft displays.

Myeong-dong is one of South Korea’s oldest and busiest commercial districts, attracting millions of visitors annually for shopping and cultural activities. It has been recognised as ‘No. 1 favourite spot in Korea’ by the Korea Culture & Tourism Institute for over ten years.

Since 2020, Shinsegae Department Store in Myeong-dong has consistently been ranked among the top three most visited destinations in Jung-gu district, according to data from the Korea Tourism Organization.

The retailer noted that the opening of The Heritage will complement its Shinsegae Duty Free operations, driving increased foot traffic to the nearby store.

The ten-year restoration was thoughtfully executed to offer an immersive experience that connects old and new.

Designated as the 71st tangible cultural property of Seoul in 1989, the building preserved original architectural elements, including its notable flower-shaped plaster ectype ceilings. Modern touches were added to the design, such as a glass curtain wall inspired by New York’s Morgan Library & Museum.

Another key highlight is the House of Shinsegae The Heritage on the fifth floor, a space dedicated to Korean craft art which blends retail with cultural experiences.

The fourth floor has been designed as a museum, showcasing archival photographs and digitally restored images of Myeong-dong from the 1930s to 1950s.

The first and second floors feature a Chanel boutique designed by Peter Marino, marking South Korea’s first luxury retail space within a protected heritage building.

As reported, Shinsegae Department Store unveiled a spectacular media façade, branded as ‘Shinsegae Square’ in Myeong-dong in November, attracting 1 million visitors last winter alone.

The holiday-themed 1,292.3sq m digital installation covers the department store’s entire exterior, transforming the building into a giant visual display. This led to a surge in social media activity, making Shinsegae Department Store one of Seoul’s most Instagrammable locations, the retailer noted.

Since it was established in 1963 as the country’s first modern department store, Shinsegae has been shaping the Korean retail landscape, combining high-end designer brands with cultural elements, notably through pioneering in-store art galleries.

Globally recognised alongside popular retailers such as Harrods and Isetan, Shinsegae maintained market leadership in the country’s department store sector, the company said.