Challenges & Solution
Shinsegae department store asked the bread and butter to provide a total retail consulting for their brand newcommunity-friendly department store in Gimhae. Compared to Seoul, Gimhae is a very small city with the population of 530,000people. The community has a lifestyle based on a strong personal relationship and its people seek convenient shopping and cultural experience. We defined Shinsegae Gimhae as a "Community Brand" that becomes an aspirational landmark to visit every day, not just a 'department store' selling products. More importantly, we applied 'Service Design' and 'Stay-Driven Shopping' area, first ever in retail industry in South Korea. The retail positioning with an innovative communication tool, many leisure tenant facilities, community-focused marketing activities and space planning allowed Gimhae people to have playful experiences during their stay. the bread and butter created the brand guideline of a community-friendly department store for Shinsegae to ensure consistency and flexibility for application in other branches in the future.