【Seoul, South】Shinsegae Department Store’s Main Branch Completes Renovation, Park Joo-hyung Says ‘It Will Become a Must-Visit Landmark in Seoul’

Renovation Project Concludes

Shinsegae Department Store has put the finishing touches on its main branch renovation project in Jung-gu, Seoul, completing the remodeling and new openings of global high-end luxury brand stores.

The main branch has been undergoing renovations since the first quarter. Brands from Hermès, Louis Vuitton, and Chanel to luxury jewelry and watch brands like Cartier, Van Cleef & Arpels, Tiffany, and Rolex have all remodeled their stores.
The newly unveiled ‘Louis Vuitton The Place Seoul Shinsegae The Reserve’ is designed to offer diverse experiences across fashion, art, and fine dining as proposed by the brand. It brings together Louis Vuitton’s fashion, watches & jewelry, beauty, restaurant, café, chocolate shop, gift & home collections, and cultural experiential spaces. The 6th-floor restaurant will open in January next year.
At the Hermès store, now the largest in any domestic department store, visitors can encounter the brand’s timeless beauty passed down through generations. Cartier has newly opened a boutique store, showcasing all categories including high jewelry, watches, leather goods, and accessories.

Shinsegae Department Store explained that with the scheduled new opening of Bulgari and the reopening of the renovated Dior store early next year, the main branch will soon boast a lineup comparable to its Gangnam branch, positioning it as the top-tier destination in Korea.
By adding the Chanel stores in ‘The Estate’ (formerly the New Wing) and ‘The Heritage’, which reopened in March after renovation, the vision is to transform the main branch into a central shopping hub enjoyable for a diverse clientele, from VIPs to the general public and foreign tourists.