Urban Complex Space... Shinsegae Property Launches First "Starfield Avenue" Branch

Grand Seoul Commercial Facility in Jongno Reopens on the 28th
Expanding the Value of the Starfield Brand into the City Center
42 Brands to Open, with 90% F&B
Aiming to Become a "Dining Destination" for All Things Gourmet

Shinsegae Property announced on the 22nd that it will officially open the first branch of "Starfield Avenue" on October 28, following the renovation of the commercial facility "Grand Seoul" in Jongno-gu, Seoul.

Starfield Avenue is a new brand that expands the brand value of Starfield, the multi-complex shopping mall operated by Shinsegae Property, into the city center. The company explained that by adding the value of Starfield to the symbolic keyword "Avenue," it has created a complex space where various brands, people, and experiences intersect.

Aerial view of the interior of Starfield Avenue Grand Seoul branch. Provided by Shinsegae Property

Shinsegae Property operates the Grand Seoul commercial facility through a management contract with Koramco REITs Management & Trust. The space, spanning from the first basement level to the fourth floor and totaling 6,281 square meters (approximately 1,900 pyeong), will house 42 brands, with about 90% being F&B (food and beverage) brands, aiming to become a "Dining Destination" in the heart of the city.

The fourth floor, which brings together premium dining options, will feature "March," a steakhouse led by Chef Lee Jongwook, formerly of the Michelin two-star restaurant "Joo Ok"; "Imowashun," a Japanese kaiseki specialty restaurant; and "Confier," renowned for its Korean-French fine dining.

The second floor is designed as a socializing space where visitors can enjoy trendy F&B brands and leisurely dining. The first floor offers a variety of K-food experiences that capture the heritage of Pimatgol, proposing new culinary adventures for everyday life. On the first basement level, which is connected to Jonggak Station, visitors can find a range of international cuisine, including conveyor-belt sushi, Singaporean dishes, and Italian dining.

Shinsegae Property stated, "We expect Starfield Avenue Grand Seoul branch to become a new landmark and the center of lifestyle in the heart of the city, connecting Gwanghwamun and Jongno, and providing a wide array of gourmet experiences."

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