Park Jung-ho's Innovative Store Experiment... Opening of 'T Factory' Featuring Future Technologies (Comprehensive)

'T Factory' Complex Experience Space Opens on Hongdae Street on the 31st
From ICT Technology, Culture, and Service Experiences to Shopping and Relaxation

[Asia Economy Reporter Seulgina Jo] "It will be a space where technological innovation happens."

The experiment of SK Telecom CEO Park Jung-ho’s "innovative store," which promised to unveil a new concept offline store based on 5G mobile communication and artificial intelligence (AI) technology, has finally been revealed.

An AI autonomous robot equipped with the voice assistant NUGU guides customers throughout the store, and simple payment is possible with just a smartphone without having to line up at the checkout counter. Several "first" titles have been attached, including Korea’s first shop-in-shop style Apple-exclusive store (Apple Zone) and a 24-hour unmanned store. Moreover, customers can enjoy augmented reality (AR) experiences, data charging, and relaxation in an urban healing space all in one place.

ICT Multiplex Adding Culture to Technology

SK Telecom’s complex experiential space "T Factory," opening on the 31st in the Hongdae area, embodies CEO Park’s ambition to break the frame of existing telecom stores by providing differentiated experiences to customers in all areas while presenting the vision of future ICT.

At the launch briefing held online on the morning of the 27th, CEO Park introduced, "The name T Factory does not stand for SK Telecom’s T, but rather the T of ‘Technology’ and ‘Tomorrow.’ It means a ‘Factory’ where technology and the future are continuously produced."

T Factory was built on three floors (1st floor, 1.5th floor, and 2nd floor) in Hongdae, a key commercial district targeting the MZ generation. It offers differentiated experiences in all areas including technology, services, shopping, and relaxation, featuring ▲representative services and products based on ultra-collaboration with global companies such as Apple and Microsoft (MS) ▲core services of SK ICT family companies ▲24-hour unmanned purchase ▲‘0 Stage’ for the MZ generation ▲urban healing space ‘Factory Garden.’

Models enjoying 5GX cloud gaming in the MS zone

The ‘Flex Stage’ located in the center of the 1st floor of T Factory is a key space introducing SK Telecom’s ultra-collaboration cases. It will be used as an experiential space where customers can experience the latest devices and services from various companies according to customer trends, such as the 5GX cloud game recently launched through cooperation between SK Telecom and MS. The MS Zone, where over 100 Xbox games can be enjoyed, is also located on the 2nd floor. On the same floor, an Apple product-exclusive space where customers can experience everything from the latest iPhones to Apple services has opened in a shop-in-shop format.

SK Telecom also introduced Korea’s first 24-hour unmanned zone, ‘T Factory 24,’ on both sides of the T Factory entrance. It is characterized by enabling customers to handle all tasks necessary for activation themselves, from entry to smartphone comparison, plan consultation, subscription application, and phone pickup. The ‘Media Library,’ where SK Telecom’s subscription services such as Wavve and FLO can be experienced, is also located on the 1st floor. SK Telecom said, "We expect a virtuous cycle that continuously expands customer experience based on customer feedback on themed services."

On the 1st floor, the ‘Bestseller Zone’ allows customers to view popular smartphones at a glance. The ‘T1 Zone,’ which sells goods and themed products of the pro gaming team T1 including Faker, and the ‘Retro Accessory Zone,’ which evokes the 1990s sentiment, are also separately prepared.

Will It Become a Hot Place for the MZ Generation?

Models enjoying the AR mirror at 0 Stage, set to become a hot place for the MZ generation

Located in the heart of the Hongdae street, T Factory is targeting the MZ generation. The 2nd floor 0 Stage is a space exclusively for the MZ generation where they can experience ‘Jump VR’ and ‘AR Mirror,’ which allow communication with friends in virtual spaces. Teenagers aged 14 and over can also recharge data up to 500MB per month for free.

The Factory Garden, located between the 1st and 2nd floors (1.5th floor) of T Factory, is a resting space where visitors can experience forest healing in the middle of the city. The garden, decorated with living plants, allows visitors to enjoy a leisurely rest while drinking beverages.

A relaxation space 'Factory Garden' where you can experience forest healing in the middle of the city center

At T Factory, the three AI autonomous robots named Temi welcome customers. Through a dedicated application, customers can check products and services using QR codes, make contactless simple payments, call staff, and reserve participatory programs. Nineteen crew members with diverse backgrounds such as pro gamers and theater actors assist customers in having special experiences throughout the store.

CEO Park expressed his expectation that "It will be used as a ‘cultural experience space’ that offers new experiences and enjoyment to customers, and as a ‘technology exchange space’ that enjoys new challenges and experiments in the domestic ICT industry."

This content was produced with the assistance of AI translation services.