Creating immersive and customer-centric physical retail spaces is becoming more important as consumers shift to online shopping. Samsung C&T Fashion Group is leading the way, setting a new standard for retail spaces that enhance the customer experience in South Korea and beyond.
Retail stores are evolving to create immersive offline brand experiences in an era where online shopping is ubiquitous. Retailers are investing in innovative designs in their brick-and-mortar stores that captivate visitors, blending interactive design with sensory-rich environments. From temporary pop-up stores to dynamic lighting and curated art installations, the modern retail store extends a brand’s identity, offering customers an exclusive and memorable shopping experience.
The physical retail shopping experience in South Korea has been transforming over the last decade, attracting tourists and shoppers from around the globe. Samsung C&T Fashion Group is leading the way in the retail industry with a strong understanding of the “MZ” (Millennials and Gen Z) generation, curating unique customer experiences in Korea and beyond.
Immersive Retail Design Trends
Trends in the offline retail space that help enhance the customer experience include:
- Trending neighborhoods: in Seoul, various fashion districts spread throughout the city are increasingly defining their unique identities. As brands align with these localized identities, they are reaching target audiences more effectively.
- Spatial and architectural storytelling: retail stores now focus on crafting a journey for visitors, using thoughtfully designed layouts that guide customers through different brand narratives.
- Sensory elements: physical retail experiences go beyond simply displaying clothing and accessories. Sound, scent, and lighting play a crucial role in shaping the ambiance of the in-person shopping experience, helping brands create emotional connections with customers.
- Celebrating culture and arts: retail stores are evolving into cultural hubs, incorporating art exhibitions, pop-up installations, and even film screenings to foster a deeper engagement with visitors.
Seoul's Seongsu-dong Neighborhood: The Retail Pop-Up Hub
In Seoul, South Korea, Seongsu-dong is a popular neighborhood among millennials and Gen Z for unique retail experiences, innovative pop-up stores, and a fast-paced cafe and restaurant scene. Samsung C&T Fashion Group has helped shape the area into a must-see destination, having hosted a range of pop-up stores for its brands such as Kuho Plus, Sand Sound, and Juun.J, as well as third-party brands such as Jacquemus, Coach, Levi’s, and D:THIRTYONE through a cultural space called “Stage 35”.
Seongsu-dong is home to the “Handmade Shoe Street,” where footwear craftspeople established stores and factories in the 1970s. According to the Korea Tourism Organization, 350 handmade shoe brands still operate in Seongsu-dong today. The area is a hot spot for social media photos with its industrial and vintage charm that sets it apart from other neighborhoods in Seoul.
BEAKER's Seongsu Flagship Store
BEAKER opened its third flagship store in Seongsu in 2022. The store’s interior plays with shape and texture to elevate the lighting and places a large focus on sustainability. The store mainly used recyclable and reusable materials for its interior fit-out, communicating the brand’s commitment to sustainability to its customers.
Jacquemus in Korea: A Gen Z Favorite
Last year, Samsung C&T Fashion Group opened the fifth Jacquemus store in South Korea at its Shinsegae Gangnam location. The store’s interior embraces the core of the Jacquemus brand, beloved by millennials and Gen Z shoppers alike, with French minimalism-inspired design that effortlessly communicates the brand’s aesthetic to further resonate with consumers.
LEMAIRE's Cultural Approach
LEMAIRE’s Hannam-dong flagship store, operated by Samsung C&T Fashion Group, goes beyond traditional retail. Last summer, the brand transformed its retail space by holding a film screening series and a summer library. The store has also hosted art exhibitions for emerging artists to capture the brand’s essence. This approach to retail elevates the shopping experience from a fashion store to an engaging hub for arts and culture.
Creating Inviting Spaces with Traditional Craft
LEMAIRE’s Seoul flagship store was the first global location to open outside of Paris. The store’s interior design combines traditional Korean craft and modern architecture. It’s unique charm naturally blends the French brand’s contemporary aesthetic against the backdrop of Seoul. The interiors feature walls made from Hanji, a traditional Korean paper material made from the bark of mulberry trees.
For the opening of LEMAIRE’s Hannam-dong flagship store, a dedicated playlist was curated to allow customers to travel to France through music for a heightened sensory experience.
Juun. J's Unique Spatial and Architectural Storytelling
Juun.J, owned by Samsung C&T Fashion Group, is a global fashion brand renowned for its youthful, energetic designs and signature color, black. Juun.J flagship stores and pop-ups operate in South Korea, China, and beyond and encapsulate the brand’s vision and aesthetic through state-of-the-art interior and architectural design.
Dosan Park is home to Juun. J’s first global flagship store, which opened in 2017. The building’s design was inspired by traditional Korean houses and includes a central courtyard, traditionally designed to control extreme temperatures and bring a sense of nature into the home. The retail space communicates the brand’s signature black color and creates a unique and immersive retail experience for customers.
In 2024, Juun.J opened its first standalone flagship store in Shanghai, China. The brand also opened pop-up stores in London, Milan, and China, expanding its global footprint and cutting-edge design.
The Future of Retail Design
In South Korea, the success of shopping centers such as The Hyundai Seoul and the Starfield Suwon complex has pushed retail branding into new territories. Samsung C&T Fashion Group remains committed to enhancing the retail experience for customers through innovative and immersive design. The success of retail spaces hinges on creating authentic, engaging environments that foster emotional connections with consumers. Expect to see more exciting and engaging experiences in years to come.
