Shinsegae Starfield Hanam
Shinsegae Department Store
Shinsegae Starfield Hanam Retail Strategy Consulting
Project Scope
global retail market research & insights/ case study research/ brand strategy/ retail strategy/ MD strategy & zoning/ marketing strategy/ communication message
Challenges & Solution
In 2016, Shinsegae Department Store was planning to open South Korea's largest shopping mall (1.7 million square feet) called Shinsegae Starfield Hanam. The place was designed to be a world-class retail destination and the dynamic epicenter of style near Seoul. In order to increase customers from Hanam, Jamsil, and Gangnam to visit the mall and secure its place as the landmark of Hanam city, the bread and butter planned the retail strategy platform based on global insights and case study research. the bread and butter especially suggested the importance of having a bike café on the ground floor to give local bike communities to visit regularly. The bike café concept was successfully launched as WATTS Cycling and other retail strategies such as GENESIS Bar, a lounge to experience and look at Hyundai's Genesis car, received a great reaction. As a result, Shinsegae Starfield Hanam became a successful landmark with over 10 million visitors as of April 2018.