The Hyundai Seoul, the largest department store in Seoul, posted sales of over 2,240 million won on the first day of pre-opening on the 24th. It was more than 30% more than the target of 1.57 billion won. This is 19% more than the 1.73 billion won on the first day of Hyundai Department Store’s Pangyo branch.
LG premium home appliance stores ranked first in sales, followed by luxury brands such as Bulgari and Panerai Moncler. Converse and Lego also ranked 5th and 6th in sales, respectively, with limited edition products sold out. The top 10 brands generated more than 1 billion won in sales, accounting for 49.3% of total sales.
Only 51% of the total operating area (89,100㎡), which is 13 times the size of a soccer field, is a store, and 49% is a’surprising performance’ from a place decorated with indoor landscaping and relaxation spaces. The Hyundai Seoul’s operating area is about 30% lower than the average operating area (65%) of the 15 stores of Hyundai Department Store.
Used shoe shop without price tag…Viral effect of’Wow Space’
On the first day, 70,000 people, and on the second day and the official opening day, more crowds gathered. ‘The Hyundai Seoul’ created a resting area by creating a 12m waterfall and forest inside the department store. Authentication shots were constantly posted on social media.
The creative ground on the second basement floor caught the foot of the MZ generation. Shoes enthusiasts flocked to the’BGZT Lab’, the’limited-edition sneaker resell shop’ first created by the used trading online platform Lightning Market. There is no price tag in this store. From luxury goods to sports brands, limited edition sneakers and sneakers are piled up on each wrap, waiting for the new owner. By taking a QR, online used trading prices are searched in real time and can be purchased on-site.
‘Steel Books’ that sells stationery,’Arquette’, the top premium brand of fast fashion brand H&M and the number one store in Asia, and’Nice Weather’, a general store in Garosu-gil, are also a must-visit on the second basement floor as the 20s and 30s are crowded. Made into’space’. Arquette also ranked 7th in sales on the first day of the pre-opening. In addition, shops specializing in cigars, shops with LPs and lifestyle goods, and magazine B’s pop-up shops attracted people looking for new tastes in department stores.
From Cheongdam to Yeonnam… A playground for coffee lovers and bread-soon kids
Coffee and dessert enthusiasts crowded the food hall’Tasty Seoul’ on the first basement floor. Hyundai Department Store opened a large number of cafes and dessert shops scattered throughout Seoul. Just as Pangyo Store opened its doors for the first time with New York Magnolia cupcakes, a long line was lined up all three days at some stores.
‘Layered’, a famous English scone restaurant in Seochon and Yeonnam-dong,’Geumokdang’, which sells yokan with the motto of modernizing Korean desserts,’Paul & Paulina’, a French-style bread restaurant, and a dessert cafe famous in Andaz Hotel and Nonhyeon-dong. ‘The Plate Dessert’, Richmond and Taegeukdang, the long-established bakery, have built their nests.
Sangdo-dong’s pastry specialty brand’Let’s take time’, Seorae Village French dessert’Maya,’ and New York bagel brand’David Bagel’ aimed at various tastes of consumers.
The famous cafe’Camel’ in Seongsu-dong and Cheongdam-dong was constantly waiting for all three days. ‘Taylor Coffee’, a famous café in Seogyo-dong and Sinsa-dong, also opened its first store in Yeouido.
Blue Bottle and Michele Coffee at the Golden Place
Blue Bottle opened its first department store store in Korea. It settled in the 5th floor’Sound Forest’ where natural light comes in. Compared to Seongsu, Apgujeong, Samcheong-dong, and Gwanghwamun, it was characterized by an open path and was crowded with the interior of the surrounding forest.
Jeong Gyeo-woo, who has been verified at the World Barista Championship, opened its second store in The Hyundai Seoul, following its main store in Yongin. It is an open space on the 4th floor and is located next to the waterfall, and word of mouth came out at once by showing a variety of specialty coffees from major coffee producing regions in the world.
One of the brands that gave people for three days is’Eggslot’ run by SPC Group. Eggslot, a California specialty egg sandwich brand, opened its second store in Yeouido following its first store, COEX, and was welcomed by nearby office workers.
Unique F&B stores also stood out. On the first basement floor, three brands of meat restaurants, the most popular these days, such as’Mongtan, Trak, and Gold Pork Restaurant’ collaborated to open a barbecue specialty store’Suti’. ‘WeCook’, a representative company of shared kitchens, showed off its incubated stores in a pop-up store format to consumers. In addition, the first store of Hong Kong-style dim sum brand’Hou Sum’ and’Dalat’ of Hyote, a famous Vietnamese restaurant in Yongsan, showed exotic flavors.
The Hyundai Seoul’s fine dining is relatively small. The Plaza Hotel’s traditional Chinese restaurant’Dowon’ introduced its second brand’Dowon Style’. Michelin star chef Yoon Kwon Eo’s Italian contemporary restaurant opened’Ristorante Eo’ on the top of the 6th floor.
The Italian dining’Italie’ operated by Hyundai Department Store Group and the’SMT Lounge’ of SM Entertainment’s private restaurant SMT House showcase the exotic flavors of Mediterranean and Hong Kong-style Mexican cuisine, respectively.
Reporter Bora Kim [email protected]