SEOUL, Nov. 9 (Korea Bizwire) – On Thursday, Shinsegae Department Store illuminated Christmas decorations at its locations nationwide, including the dazzling media facade of its headquarters. This year, the decorations at the headquarters have been elevated to new heights, surpassing the magnificence of previous years.
The exterior media facade of the main store now boasts a record-breaking display, utilizing an impressive 3.75 million LED chips. This transformed giant screen will enchant viewers with a three-minute Christmas video on loop every evening from today until January 31.
The theme for this year’s spectacle is “SHINSEGAE THEATER: from legacy to fantasy,” showcasing a golden reindeer journeying to an imaginary Christmas world. The festive scene includes Rudolph, a gift train traversing the night sky, and Puuvilla, Shinsegae’s main character, making cameo appearances for an added element of fun.
The accompanying music, a collaboration between Shinsegae and a local composer, draws inspiration from Mozart’s Piano Concerto No. 22 and Christmas carols. The effort extends beyond the exterior, as Shinsegae has dedicated significant attention to decorating the store’s interior.
The passage linking the main building and the new structure has been transformed into a Christmas market street and a gift shop. Pop-up stores for Pishon and Fortnum & Mason add to the holiday spirit, featuring carousel music boxes and Christmas tree ornaments highlighted in the video.
Shinsegae has also set its sights on foreign tourists, with a sneak peek of the Christmas video displayed on the Incheon International Airport arrival board and advertisements on Asiana Airlines international flights throughout December. Online platforms, including Ctrip, will carry banner ads, and a 30-second video ad will be featured on Viu, a prominent OTT platform in Southeast Asia.
The festive transformation extends to other Shinsegae stores, such as Gangnam and Times Square. The Gangnam store showcases a glittering Milky Way on its exterior, while the Gyeonggi store adorns Jukjeon Station and Sasit-gil with Christmas gates.
At Times Square, Daegu, and Gwangju stores, customers are welcomed by puppets frolicking around the ice rink.
In an eco-friendly move, Shinsegae disclosed that the main store has reused 3.5 million LED chips and steel structures from the previous year to conserve resources.
Image credit: Shinsegae Department Store / photonews@koreabizwire.com
