Record-Breaking Scale... Shinsegae's Christmas Media Facade This Year

All-Theme Shinsegae Theater... A Fantastic World Unfolds as the Fog Clears
Main Store's Interior Christmas Shop Concept
Beyond a Photo Spot to Becoming a 'Global Landmark'

Shinsegae Department Store's 'Christmas Decorations' have returned more grandiose and splendid than ever. On the 9th, Shinsegae Department Store announced that it would light up Christmas decorations at its main store's media facade as well as at stores nationwide.

2023 Shinsegae Department Store Main Branch Media Facade with the theme of 'Shinsegae Theater'
[Photo by Shinsegae Department Store].

This year, the main store's exterior media facade was created on the largest scale ever, using 3.75 million LED chips. The protruding section (balcony), which last year displayed the words 'Magical Winter Fantasy,' is now entirely covered with LEDs. The entire outer wall has transformed into a gigantic screen measuring 63×18 meters, offering a deeper sense of immersion and vividness.

Starting from this day until January 31 of next year, a Christmas video of about 3 minutes will be repeatedly played on the main store's exterior wall from 5:30 PM to 10:30 PM. To ease the disappointment of customers who find it difficult to visit in person, Shinsegae plans to stream the video live on its official YouTube channel at 5:30 PM on the 9th.

This year, under the theme of 'Shinsegae Theater,' a Christmas fantasy play is presented. As the red curtain in the video rises and the grand door opens, viewers enter an imaginary Christmas world following a golden deer. Along with lively carols, the audience is continuously transported to scenes such as a gift train running through the night sky with little soldiers, Rudolph, and teddy bears, and an ice rink surrounded by Christmas trees.

The inserted music also enhances the Christmas atmosphere. The music in this video is based on Mozart's Piano Concerto No. 22 and Christmas carols, directly arranged and composed by Shinsegae in collaboration with domestic composers. From the scene where the piano stage appears in the latter part of the video, classical piano melodies flow, adding grandeur.

Finding Shinsegae's representative character 'Puvilla,' who makes a surprise appearance in the video, will also provide a small delight. On the Shinsegae mobile application (app), a 'Find Puvilla' event is held for Shinbaek Members customers until the 19th. Customers who find Puvilla in the video and answer the quiz on the app will be entered into a draw to win Puvilla gold figures (5 don, 2 don, 1.3 don, one each) and snow globes (12 winners). Even just participating in the quiz grants a 3,000 KRW coupon for meals or desserts.

Efforts were also made to conserve resources. Except for some additions on the balcony this year, about 3.5 million LED chips used last year were reused, and steel frame structures were recycled.

As crowds are expected to gather to see the media facade in person, safety management is also emphasized. Fences will be installed around the main building and opposite buildings, and safety and traffic personnel will be strategically deployed at major points that have previously experienced high congestion.

Meanwhile, for the first time, a holiday gift shop called 'The Gift Shop' will be set up inside the main store. From November 9, when the exterior decorations are lit, until December 27, the connecting passage between the 4th floor of the main building and the 3rd floor of the new building will be transformed into a Christmas market street. The lifestyle select shop 'Pishon' and the British royal-certified tea brand 'Fortnum & Mason' will hold pop-up stores. At Pishon, visitors can see carousel music boxes, ornaments (tree decorations), and snow globes featured in the main store video, while Fortnum & Mason will showcase Christmas-themed tea and biscuit gift sets.

Christmas atmosphere can also be felt at other stores besides the main store. The Gangnam store's exterior wall will be adorned with star decorations resembling snowflakes twinkling softly over the Milky Way. The Gyeonggi store will install a Christmas gate with sparkling lights on the path between Jukjeon Station. At seven stores including Times Square's first-floor luxury hall, Daegu, and Gwangju stores, Puvilla will greet customers. Visitors can meet Puvilla playing on the ice rink.

Shinsegae is also intensifying global promotions to attract foreign tourists. A 15-second preview of the main store's Christmas video will be displayed on the digital billboard in the arrival hall of Incheon International Airport, and throughout December, advertisements will be shown on all international flight seat monitors of Asiana Airlines. Banner ads will be placed on six Chinese online travel platforms including 'Ctrip,' and a 30-second video ad will be aired on Viu, a leading Southeast Asian online video service (OTT). Separate promotional pages with benefits for foreign customers will be operated via QR codes for each advertising channel.

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