Shinsegae Department Store Gangnam Branch Opens 'NEW STREET' Streetwear Specialty Hall with Renovation

Birthday Suit and Uallong Pop-up Store Opens
Offering a Rich Variety of Attractions

Shinsegae Department Store announced on the 10th that it has opened 'NEW STREET,' a streetwear specialty hall, on the 8th floor of the main building at its Gangnam branch.

The newly renovated space features a large number of brands popular mainly among the MZ generation (Millennials + Generation Z). First, domestic streetwear brands 'Birthday Suit' and 'Woollong' have entered for the first time in the industry, and the project store houses the global streetwear representative brand 'Stussy.' Brands such as 'IMIS,' 'Pottery,' 'InstantFunk,' and 'Outstanding' have also landed.

8th Floor View of Shinsegae Department Store Gangnam Branch
Photo by Shinsegae Department Store

In the popup space 'The Stage,' which connects the 8th floor of the main and new buildings, a popup store of the American sports brand 'Wilson' is being held. This popup, held for the first time in Korea, allows customers to try on and purchase a clothing collection sold exclusively on Wilson's online mall. The popup space also features a tennis court filled with flowers in collaboration with a professional florist. Additionally, it offers a unique viewing experience with an exhibition of tennis archive works created together with 'The Court,' an American tennis specialty platform.

To celebrate the opening, brand-specific gifts and Gangnam branch exclusive products have been prepared. Customers purchasing at 'Mardi Mercredi' will receive a short-sleeve T-shirt, those purchasing at '8 Division' will receive a bag, and customers who spend over 200,000 KRW at 'Birthday Suit' will receive a hat as a gift. From the 15th, Puma will hold a draw for customers who spend over 100,000 KRW, awarding one winner a uniform signed by Manchester City players (including Erling Haaland, Kevin De Bruyne, Phil Foden, etc.).

A Shinsegae Department Store official said, “We are newly presenting NEW STREET, which brings together major brands leading MZ trends and Wilson’s tennis-themed popup store,” adding, “We plan to continuously expand opportunities for customers to experience new brands and innovate spaces that attract their visits.”

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