Luxury Furniture and Audio Lounges... Shinsegae Department Store Gangnam Unveils Renovated Lifestyle Specialty Hall

Differentiation with High-End Furniture and Premium Bedding
Specialty Tea Tasting Area and Theater-Style Audio Select Shop
A Variety of Experiential Spaces Available

The Lifestyle Specialty Hall at the Shinsegae Department Store Gangnam Branch is reopening after a complete renovation. By introducing luxury lifestyle brands that are rarely found in department stores and adding a variety of experiential spaces, the store aims to attract new residents in the Gangnam area as well as VIP customers.

A view of the 9th floor lifestyle specialty hall at Shinsegae Department Store Gangnam Branch. Provided by Shinsegae Department Store

According to Shinsegae Department Store on November 26, the Gangnam Branch's Lifestyle Specialty Hall has expanded the floor space for key brands such as bedding, furniture, and home appliances by 15 to 20 percent through the renovation, while also strengthening its lineup of new brands.

Specifically, in response to the growing interest in quality sleep, the bedding section has been upgraded. The bedding brand “The Chosun Hotel” by Chosun Hotel & Resort has expanded its store with a hotel suite room concept and created a dedicated section for its signature goose down products. A variety of items, including wedding gifts, ceremonial bedding, and seasonal comforters, will be showcased.

H?stens, recognized as one of the world’s top four bed brands, will unveil its flagship “Vividus” model exclusively at the department store. Swedish luxury bedding brand Duxiana will offer exclusive tables and chairs only at the Gangnam Branch, along with an engraving service for bedding, catering to wedding customers.

The furniture section is divided into two concepts: “Penthouse” and “Apartment,” and is curated around brands known for their craftsmanship. The Penthouse zone features brands rarely seen in department stores, such as “Ceccotti Collezioni” by Italian artisans and “Time & Style,” which reinterprets traditional Japanese crafts in a modern way.

The Apartment zone brings together brands that combine design and practicality, such as USM, Herman Miller, BoConcept, and Carl Hansen. To celebrate the 60th anniversary of USM’s modular launch and the Gangnam Branch’s renovation, a pop-up event will be held at the Gangnam Branch’s Open Stage from December 1 to 14. Shinsegae’s lifestyle select shop “Pishon” is departing from the typical lifestyle store format to propose gifts with a gift shop concept.

A customer is tasting tea at the Tinote store in the Lifestyle Specialty Hall on the 9th floor of Shinsegae Department Store Gangnam Branch. Photo by Shinsegae Department Store

The stationery select shop “Point of View” has opened as a shop-in-shop, expanding its range to include objects and stationery. With recommended items by price range, gift wrapping and card options, and seasonal gift lists, it has transformed into a space that meets a wide variety of gift needs, from everyday presents to self-gifting.

The audio and craft atelier is centered around experiential spaces. At the Gangnam Branch’s “AUDIOPHILE,” customers can try out more than 80 types of headphones, earphones, and hi-fi speakers in a theater-themed space. For the first time in a department store, brands such as “Schaerazade,” France’s Focal and Devialet, as well as global audio brands Geneva and Bose, are all available in one place.

In the craft atelier of the kitchen and dining zone, works by craft artists, teaware, and various Asian ceramic brands are displayed, with the living select shop TWL at the center. TWL is introducing the tea curation brand “TEA NOTE” for the first time in a department store. Customers can taste and compare over 20 types of green tea, oolong tea, pu-erh tea, and other distinctive teas from around the world before making a purchase.

To celebrate the reopening of the Lifestyle Specialty Hall, select brands will offer discounts and complimentary gifts. A Shinsegae Department Store representative said, “With this renovation, which strengthens premium brands and experiential content, we have further enhanced the spatial competitiveness of the Gangnam Branch. As Korea’s leading department store, we will continue to offer differentiated content and deep shopping experiences to propose new lifestyles.”

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