House of Shinsegae, which debuted at Shinsegae Department Store’s Gangnam branch last June, has far exceeded expectations, generating nearly twice the anticipated performance. The luxury space features high-end restaurants, curated retail spaces, and premium services. Buoyed by the Gangnam branch’s success, Shinsegae is now accelerating brand expansion by enhancing its content offerings and launching new locations in different regions. Inspired by luxury flagship concepts such as House of Dior, the brand represents Shinsegae’s identity through a meticulously designed high-end space. The Gangnam location includes a food hall, wine cellar, boutique shopping spaces, a dermatology clinic, and a members-only lounge. The food hall features 11 upscale restaurants, including Kim Susa (Japanese food), Yoon Haeundae Galbi, and Jaju Hansang (Korean food). Additionally, a ‘personal shopping room’ allows VIP customers to browse and purchase goods in a private setting. Following the rebranding and quality enhancement, the department store’s restaurant sales surged about 150% from June to December last year compared to the same period the previous year, while the average transaction amount jumped nearly 280%. In addition to the House of Shinsegae expansion, the company is restructuring its flagship Myeong-dong store into a three-part retail complex, comprising The Reserve (main building), The Estate (new building), and The Heritage (a dedicated luxury boutique space).