house of New Worlds permeates department stores

house of New World, a new space curated by New World

as you enter the hallway, you are bathed in warm indirect light. various artworks are installed everywhere you look. fluffy sofas and colorful furniture are set against a backdrop of soothing music. the House of Shinsegae is an innovation in the space and time between a department store and a hotel. the food hall, which is usually filled with restaurants and tables, has been reinterpreted into a hotel lounge concept, and the wine shop has been transformed into a luxury mansion. the contents inside are also of a rare quality. the department store, which is usually open until 8 p.m., has also expanded its hours to 10 p.m

a high-end food hall that embraces both gourmet hipness and heritage

house of Shinsegae has opened a department store like no other. We toured the space with the people behind it to hear the story behind its creation.

“This is a food hall?” The piano playing in the background, the artwork scattered throughout, the plush sofas and soft lighting. it’s not what you’d expect from a luxury hotel lobby. the ceilings are three stories high, making the room feel open and airy. the atrium, the centerpiece of the House of New World, is more than twice as large as it was before the remodel

gastronomic curation is guided by authenticity and artisan stories

The first space to open is the gourmet platform on the B1-1 floor. it consists of a high-end food hall with 12 restaurants and a fine wine pavilion. it aims to be a high-class gourmet space for social gatherings and business meetings, not just a quick bite to eat while shopping. counter tables and private dining rooms, similar to those found in hotel cocktail bars and sushi omakase restaurants, have also been introduced. in the department store food hall, you can now enjoy chef-prepared sushi and hand-grilled meats right in front of you, and it’s open until 10 p.m., which is different from the department store’s closing time. the menu and space are designed to be compatible with any time of the day or night, and the lighting is fine-tuned according to the time of day.

The restaurant also features Korean dining developed by Shinsegae’s Korean Food Research Institute, including stubborn gourmet brands that have never opened a second store. in addition, Shinsegae’s own ‘Jaju Hansang’ and ‘Kim Soosa’, a Korean sushi restaurant run by a father and son duo, will open their second branches at House of Shinsegae after 38 years. unagi 4th Generation Kikukawa, Tokyo’s best eel bowl (hitsumabushi) restaurant, which has been in business for four generations since 1932, will also open its first store in Korea. you can also find Yun Haeundae Galbi, founded in New York in 2017 by the grandson of Busan’s Haeundae Amso Ribs, and Miga Hot Pot, a Korean interpretation of dishes from different regions of China

• over 200 million bottles of wine in one place
• the wine cellar is the pinnacle of the luxury space

from the atrium, take the escalator up to the Wine Cellar. this 400-square-meter wine specialty store is called a “cellar” rather than a “shop.” As its name suggests, Weincella was founded with the purpose of containing “true wines” curated by Shinsegae himself, so it focuses on “rarity” above all else. in fact, about half of the 5,500 liquors on offer at Winesella are high-end liquors costing millions to hundreds of millions of won, including Crystal’s ’90s Champagne, Screaming Eagle’s white wine, Tondonia’s rosé, Cinequanon’s early 2000s offerings, Salon’s ’90s vintage, and many other rare liquors. eunsik Cho, CP of Shinsegae Processed Food Team, said, “When we were preparing, we were wondering, ‘Will anyone recognize the value of this product?’ But to our surprise, customers were the first to pick up our hidden cards. it’s proof that people who are serious about wine come to Winesella.”

“Winesella has been a long time in the making,” said Cho Eun-sik, CP, as they toured Winesella together. “I’ve been planning in my mind since almost 2018, and sourcing since 2021, and I’ve been obsessively immersed in it to the point where I can already see the store in my head. It’s no exaggeration to say that if it’s not in Winesella, it’s not available in Korea. I’m proud to have created a store where buyers can satisfy themselves with their pride.”

‘Xingang in Xingang’ A nighttime department store that brings together the senses of the New World

All spaces at House of Shinsegae are open until 10 p.m. instead of the usual 8 p.m. department store closing time. as the sun goes down, the overall lighting is adjusted to a more cozy setting, and the music changes from light piano and jazz to heavier, bouncier house party tunes. The spaces are also well-connected. unlike a typical food hall, House of the New World’s restaurants offer meals that pair well with alcoholic beverages. you can even purchase wine at the wine cellar and enjoy corkage service at the food hall restaurants