The South Korean retail landscape is changing fast, instead of looking to neighbouring countries, the outlook is very much international. Lotte, Hyundai, Galleria each fight for market share, one of the trailblazers is Shinsegae, led by the indomitable Chung Yoo-kyung. Shed were on the radar after Madam Chung’s appreciation of the successful design of our Harrods Toy Kingdom concept and Shinsegae also demanded a globally recognisable children’s destination.
Following the success of ‘Young Contemporary’ Shinsegae returned to Shed for its new department dedicated to children at the Gangnam flagship. Mothers and baby up to early teens housing fashion, toys, gifting and services, 80 cover café, baby creche and soft play learning zones. Additionally, a new concept for the Boon Jr, a lux fashion sub-brand of Boon fashion, owned by Shinsegae Group.
So how do you capture a child’s imagination? Tell them stories of course...!
Our 5000 sqm interior design retail concept is essentially based around well-loved children’s fables, including ‘Little Red Riding Hood’, The Hungry Caterpillar and ‘The Tortoise and the Hare’. These classic stories inspire a series of abstract environments that define each retail category. Perimeter treatment is a calming envelope of soft curves in neutral materials, with custom flowing fin design.
Baby lounge is inspired by ‘Three Little Ducks’, with soft play zone and communal baby classes, where babies and toddlers can be looked after whilst parents shop or dine. Toy zone is based around ‘How to Catch a Star’ and takes inspiration from the lunar and night sky. ‘The Secret Garden’ story inspired the shoes and accessories where a woven mesh pavilion surrounded by product petals.
Shed projected Shinsegae’s strong statement of ambition and delivered their desire to be at the forefront of retail design with a real family experience in Seoul and beyond. Something for both child and parent. An architectural landscape of soft forms, flowing lines, retail pockets and brand zone journeys
Little Shinsegae was born.
“Shed truly understand the value of challenging traditional retail boundaries. Their strength of imagination, concept, storytelling and translation then into environments and spaces now means we have two schemes globally recognisable within our landmark Seoul building”
Jooun Um for Madame Chung