"MZ Generation Also Into Interior Design" Shinsegae 'Home Styling Specialty Store' Doubles Sales in Two Months

Shinsegae Gangnam Branch, Located on Basement Level 1 with High Foot Traffic Instead of Living Floors
Nordic Sensibility Accessories and Mattress Experience Zone Popular

[Asia Economy Reporter Kim Yuri] Shinsegae Department Store is gaining popularity by newly launching a specialized living genre hall targeting the MZ generation (Millennials + Generation Z). With growing interest in interior design due to 'staying home' and remote work, it is analyzed that especially those in their 20s and 30s prefer unique products that can express their individuality.

Shinsegae announced on the 14th that sales doubled within two months after opening the 'Home Styling Specialty Hall' on the basement 1st floor of the Gangnam branch's Pamie Street last August.

The home styling furniture specialty hall, approximately 2645㎡ (about 800 pyeong) in size, features a total of 12 popular domestic and international brands including Innometsa, HAY, Deskker, Alloso, and Slow. Shinsegae stated, "We have prepared reasonably priced interior accessories that the MZ generation can easily access."

Gangnam branch Pamie Street is considered a core commercial area for the MZ generation, where Megabox, Apple Store, Adidas, and Chicor are gathered. Shinsegae plans to strategically place a living store with a youthful sensibility in a location other than the usual living specialty hall to pioneer a new market.

Among the brands in the hall, Deskker offers highly functional products according to the user's purpose and lifestyle, such as home office, living, and smart study spaces. Products include the 'Motion Desk' with adjustable height tailored to the user's body balance and the 'Study Room Desk' that creates an environment for concentration anywhere in the house. Ten themed spaces have been created for direct experience. From the 18th, membership discounts will be offered to customers purchasing desk sets, and the new product 'Desk Mat' will be given on a first-come, first-served basis.

The mattress specialty brand Slow also prepared a separate space for experience. Nordic living brands such as Innometsa, HAY, Liliskov, and Muuto gather and sell various popular items from tables to charming interior accessories.

Meanwhile, on the 2nd floor of the main building's new wing, the Danish global lighting brand 'Louis Poulsen' opened on the 1st. The products by architects and designers such as Poul Henningsen, Verner Panton, and Jan Jakobsen showcase craftsmanship.

Park Sungju, head of the living team at Shinsegae Department Store, said, "We have gathered trendy furniture brands with a youthful sensibility that were difficult to find in department stores in one place," adding, "We will continue to discover new content that meets customer demand."

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