The Seoul Facilities Corporation is establishing a “Smart Shelter” in the underground shopping center at Jonggak Station, offering an AI-powered virtual fitting room and a rest area for job seekers and the general public. Image: Rendering of the Smart Shelter at Jonggak Station (Image courtesy of Seoul Metropolitan Government)
SEOUL, May 9 (Korea Bizwire) — The Seoul Facilities Corporation announced Friday that it will open a new AI-powered “Smart Shelter” in the Jonggak underground shopping center this November, transforming long-vacant retail spaces into a tech-driven experience zone blending shopping innovation and public rest areas.
Spanning approximately 76 square meters (23 pyeong), the Smart Shelter will feature two distinct zones: a “Retail Activation AI Zone” and an “Inclusive Study & Rest Zone.”
AI-powered virtual fitting room. (Image courtesy of Seoul Metropolitan Government)
At the core of the retail zone is an artificial intelligence fitting room equipped with a smart mirror. Visitors can virtually try on various clothing styles from nearby stores without physically changing clothes.
By integrating AI mirror technology with product information from shops in the Jonggak underground mall, users can instantly preview how different garments suit them, streamlining the shopping experience across multiple retailers.
The retail area will also include dedicated spaces where merchants can consult with customers, further supporting the revitalization of the surrounding commercial ecosystem.
Recognizing the neighborhood’s dense cluster of cram schools and office buildings, the shelter will also offer a study and rest area designed for students and professionals. Outfitted with desks, chairs, free Wi-Fi, and charging stations, the space will cater to job seekers and workers needing a quiet break or study time.
This initiative is part of the Corporation’s broader push to rejuvenate Seoul’s underground shopping centers. Since early 2025, it has been developing sub-branding strategies and tailored design guidelines that reflect the unique identity of each mall region, with the goal of creating distinctive spaces that harmonize with street-level commerce and engage the public through interactive programming.
“We hope citizens enjoy a new kind of shopping and relaxation experience through the Smart Shelter and virtual fitting room,” said Corporation President Kim Young-young. “We’ll continue to introduce innovative content that enhances the appeal of Seoul and expands the scope of public services.”
Lina Jang (linajang@koreabizwire.com)
