Shinsegae Duty Free Seoul
Innovative design launches an established brand into a new market.
Knowing the target market and creating a sense of place are two vital ingredients for successful retail design. CallisonRTKL utilized both for the branding and design of Shinsegae Duty Free in Myeongdong, located in downtown Seoul. The client wished to offer their trademark high-quality goods at affordable prices while infusing the shopping environment with rich references to Korean culture, creating an immersive consumer experience. A combination of site- and category-specific branding, wayfinding, lighting, space planning and interior design informed a fresh take on the client’s brand identity for its market debut in Seoul.