신세계의 새로운 공간, '신세계 하우스'는 단순한 백화점의 경계를 넘어서는 특별한 경험을 제공합니다. 따뜻한 간접 조명과 각양각색의 예술 작품들이 어우러져 편안한 분위기를 만들어내며, 고급스러운 소파와 부드러운 음악이 조화를 이루는 곳입니다. 이곳은 백화점과 호텔 사이의 독특한 공간으로, 미각과 시각 모두를 만족시키는 혁신적인 장소로 주목받고 있습니다. 이제 아래에서 하나씩 확인해보겠습니다.
A New Space Curated by Shinsegae, House of Shinsegae
As you enter the corridor, warm indirect lighting fills the space. Various art pieces are installed in every direction your gaze lands. Plush sofas blend with a touch of glamour against the backdrop of soft music. It exists between a department store and a hotel, this is the ‘House of Shinsegae.’
This place is also an innovation in the department store experience. The food hall, which was once filled with tightly packed restaurants and tables, has been reinterpreted as a hotel lounge concept, and the wine shop has transformed into a high-end mansion-like space. The content within is of a caliber that is not easily found elsewhere. The department store’s operating hours, which used to end at 8 PM, have been dramatically extended to 10 PM.
A High-End Food Hall that Embodies Both Culinary Hipness and Heritage
The House of Shinsegae has opened a department store like no other. I toured the space with the creators and heard the story behind its inception.
“Is this really a food hall?”
The sound of piano music flows in the air, art pieces are placed throughout, and the soft lighting complements the spacious and comfortable sofas. It’s a scene that surpasses expectations. It feels no different from a luxury hotel lobby. The ceiling is open to three stories high, providing a refreshing sense of openness despite being indoors. The atrium, which is also the heart of the House of Shinsegae, has more than doubled in size compared to before the remodeling.
Gourmet Curation Based on Authenticity and Artisan Stories
The first opened space consists of a gourmet platform on B1-1. It features a high-end food hall made up of 12 restaurants and a fine wine specialty area. It aims to be a high-quality dining space suitable not only for a quick meal while shopping but also for social gatherings and business meetings. It has introduced ‘counter tables’ and private dining rooms typically found in hotel cocktail bars and sushi omakase restaurants. Now, at the department store food hall, you can enjoy sushi handed to you by the chef right in front of you and meat grilled to order.
Additionally, it operates differently from the department store’s closing time, allowing guests to enjoy it until 10 PM. Care has been taken to adjust the lighting subtly according to different times of the day, ensuring a harmonious atmosphere for both day and night.
You can also find the stubborn gourmet brands that have not opened a second location until now, along with traditional Korean dining developed by the ‘Shinsegae Korean Cuisine Research Institute.’ Additionally, ‘Jaju Hansang,’ which is directly managed by Shinsegae, and ‘Kim Susa,’ a Korean-style sushi restaurant run by a father and son duo for 38 years, will open its second location at the House of Shinsegae. The renowned Tokyo eel rice (Hitsumabushi) restaurant ‘Unagi 4th Generation Kikukawa,’ which has been in operation since 1932, will also make its debut in Korea. You can also experience ‘Yoon Haeundae Galbi,’ established in New York by the grandson of ‘Haeundae Amso Galbi’ in Busan in 2017, and ‘Miga Hot Pot,’ which interprets various regional Chinese dishes in a Korean style.
- We have even brought in wines worth over 200 million won per bottle
- The pinnacle of luxury space, the wine cellar
Taking the escalator up from the atrium, you arrive at the ‘Wine Cellar.’ This 400-pyeong wine specialty area is referred to as ‘Cellar’ rather than ‘Shop.’
The wine cellar, true to its name, was created with the purpose of curating ‘true wines’ that Shinsegae directly selects, focusing on ‘rarity’ above all else. In fact, about half of the more than 5,500 types of alcoholic beverages showcased in the wine cellar are high-end products worth millions of won.
Rare wines such as 90s Cristal champagne, Screaming Eagle white wine, Tondonia rosé wine, early 2000s products from Cinequanon, and 90s vintage Salon tempt wine enthusiasts. Jo Eun-sik, CP of Shinsegae’s processed food team, stated, “While preparing, I wondered, ‘Will there be people who recognize the value of this product?’ Surprisingly, our customers were the first to pick our hidden cards. This is proof that those who are serious about wine seek out the wine cellar.”
“The wine cellar has been in preparation for a long time,” Jo Eun-sik CP said while touring the wine cellar. “The planning in my mind has been going on since 2018, and sourcing has been steadily prepared since 2021. From that time, I was so immersed in it that I could almost visualize the store in my mind. It’s not an exaggeration to say that if it’s not in the wine cellar, you can’t find it in Korea. I’m proud to have created a store that I can be satisfied with, putting the buyer’s pride on the line.”
The Night Department Store, Gathering Shinsegae’s Sensibilities
All spaces in the House of Shinsegae operate until 10 PM, unlike the usual department store hours that end at 8 PM. As the sun sets, the overall lighting is adjusted to create a cozier atmosphere, and the music shifts from light piano or jazz to heavier yet bouncy house party tunes.
The interconnectivity of the spaces is also remarkable. Unlike typical food halls, the restaurants in the House of Shinsegae offer meals that pair well with their alcoholic beverages. After purchasing wine from the wine cellar, guests can enjoy corkage services at the food hall restaurants.
At the center of all these contents is the singular concept of ‘House,’ reminiscent of a luxury mansion. It’s the charm that draws people to offline spaces in this online era.
Jo Hye-jung, head of the Shinsegae interior team, said, “The planning period alone took three years. Just like the name ‘House of Shinsegae,’ we aimed to embody Shinsegae’s identity. I hope you receive the best hospitality in this place that reflects Shinsegae’s taste and sensibility,” she smiled.
🔻함께보면 즐거운 콘텐츠 모음🔻
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