‘House of Shinsegae Cheongdam’ Opens... Transformed into a Space to Discover Lifestyle Preferences

‘House of Shinsegae’ Opens at Former SSG Food Market Cheongdam Site
A Curated Space for Fashion, Liquor, and Dining Preferences

Shinsegae Department Store announced on December 10 that it will open ‘House of Shinsegae Cheongdam’ in Cheongdam-dong on December 10.

This new space is a reconfiguration of the basement and first floor of the existing SSG Food Market Cheongdam branch, spanning a total area of 1,500 pyeong. It offers food, fashion, living, and dining experiences all in one place. The project adapts the successful model of ‘House of Shinsegae’ at the Gangnam branch, which opened last year, to suit the unique characteristics of the Cheongdam area. This marks the first time Shinsegae is presenting such a concept outside of a department store, focusing not just on grocery shopping but on creating a ‘stay-type retail space’ where visitors can linger and discover their tastes in the heart of the city.

On the basement level, Shinsegae is introducing a new food hall called ‘Twelve’. Branding itself as a ‘food hall like a fashion magazine’, Twelve is the first store in Korea to apply the display methods of fashion boutiques-such as showcasing representative products separately and arranging items by color and material for visual impact-to a food market. The goal is to make visitors feel as though they are strolling through a fashion store.

Twelve will focus on offering modern ‘wellness food’ tailored to the consumption patterns of Cheongdam’s main customer base: residents in their 30s and 40s and nearby office workers. Debuting for the first time, the ‘Twelve Wonder Bar’ operates under the concept of ‘completing your daily health in a single glass’, offering around 40 varieties of smoothies and cold-pressed juices made on the spot with nutrient-rich ingredients such as ginseng, maca, hemp seed, and kale.

The ‘deli specialty store’, where customers can enjoy freshly prepared foods, has also been upgraded. ‘Fermentation: Gotgan’ reinterprets traditional Korean deli items with a modern twist using seasonal domestic ingredients, while ‘Twelve Kitchen’ creatively reimagines popular dishes from around the world, offering a diverse menu including salads, grilled dishes, and rice bowls. Customers can mix and match to create their own plate from over 900 possible combinations.

The ‘Pantry’, which features more than 6,000 carefully selected wellness grocery items, also offers customized products that meet the ‘12 Criteria’ proposed by Twelve. Through curated selections themed around healthy modern living-such as ‘Journey with Roots’, ‘Light Steps for the Earth’, and ‘Balance and Circulation’-the store systematically recommends products according to each standard.

Twelve has also developed a wide range of private brand (PB) products. These include wellness chips containing protein, dietary fiber, and probiotics; organic milk and yogurt created in collaboration with Michelin-starred chefs; and Twelve butter made from non-sterilized raw milk. With a total of about 40 items, the selection broadens the choices for customers seeking a healthy lifestyle.

At the entrance to Twelve, visitors are greeted by a spacious plaza called ‘Agora’. Outfitted with communal tables and seating for around 100 people, it is designed to serve as a comfortable lounge in the city. The food hall also features a rare ‘sunken garden’, allowing natural light to reach deep inside the store. Surrounded by round tables and seating, this area provides a relaxing space for customers. Additionally, complimentary valet parking is available to all visitors.

The first floor has been completed as a curated space for modern tastes, including fashion, liquor, and dining. It features ‘Man on the Boon’, a men’s fashion and lifestyle brand with a modern sensibility; ‘JAA’, a women’s brand known for comfortable silhouettes; ‘Clear’, a specialty store offering a carefully selected range of sake, champagne, and white wine; ‘Monologue’, a hidden dining restaurant with only seven seats serving premium kaiseki cuisine exclusively by reservation; and ‘Homurang’, a modern casual Japanese restaurant. The diverse brands are carefully chosen to curate the tastes of contemporary consumers.

Choi Wonjun, Executive Director of Food and Living at Shinsegae Department Store, said, “House of Shinsegae Cheongdam is a new retail space that connects life, taste, and daily living as envisioned by Shinsegae. We will continue to enhance the variety of content and services so that customers can enjoy a more comfortable and fulfilling experience here.”

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