Phase one of Shinsegae’s new Chungcheong store—located in Cheonan, South Korea’s central business district—opened in December 2010. Working together, New York-based CBX and its Seoul-based JMCBX division designed the architectural envelope for all of the merchandise areas, as well as the public areas and customer amenities, and directed the total design of multibranded departments.
Work on Shinsegae’s Chungcheong store began in March 2010. The 287,900-sq.-ft. East building opened in December 2010 in the former Galleria department store. The 193,700-sq.-ft. West building is expected to debut later in 2011 in the former Yawoori department store. Including an E-Mart hypermarket, cinema and other facilities, the complex totals 1.26 million sq. ft.
Special amenities found inside the Cheonan store, such as the Culture Hall, rooftop garden and VIP lounge (pictured here), are more in keeping with features found in a hospitality environment.
Designers were careful to include generous space between the myriad of merchandise focal points, such as this mannequin display, giving the eye a rest among the store’s vast offerings. The East building was designed for adults looking for the latest in high-end fashion, while the West building will target young shoppers looking for the latest trends.
Upon entering the store’s main floor, customers take in a calming color palette that ranges from cool ebony and gray tones to warm hues of cream and bright whites. Well-known cosmetic brands project from the neutral backdrop.
A central atrium defines the East building, as does the abundance of light made possible by an energy-efficient lighting plan combining LED, metal halide and fluorescent sources. Vaulted ceilings, as well as generous traffic aisles, contribute to the overall spacious, yet cozy, upscale feeling.
Known for many innovations—from creating Korea’s first department store in 1930 to being the first to accept credit cards in that country—Shinsegae was also the first to sign partnerships with foreign brands, including some of the most prominent luxury nameplates.
Shinsegae’s signature refined and restrained use of natural materials—wood, metal, stone and deeply piled carpets—is evident on each floor of the East building, which houses apparel for men, women and children, as well as cosmetics and home products.
Shinsegae’s design favors the use of natural materials, such as woods, metal and glass.
With its new Chungcheong store, Shinsegae introduced an environment designed especially for this market’s more affluent and aspirational customers. Here, high-end home goods receive designer status by way of boutique treatment.