Shinsegae Duty Free has inaugurated a new experiential fashion and beauty shopping destination within Incheon Airport’s Terminal 2. The ‘Shinsegae Zone’ launched with the opening of a multi-fashion store and a beauty shop on September 7th and 9th, respectively.
Shinsegae Duty Free Incheon Airport T2
At 2,107sqm, the new space features over 140 brands including a range fashion and beauty brands across luxury, contemporary, and K-brand names. Categories such as watches, jewellery, food, and toys also feature.
The new openings are prominently located in the west of the terminal in front of the Korean Air Lounge,and are designed to cater to individual tourists (FITs) by offering interactive experiences such as product testing and sampling.
Shinsegae Duty Free Incheon Airport T2-Customers can sample tea at the Osulloc store.
Notably, the store introduces a golf wear-exclusive section for the first time, along with popular brand pop-ups such as Dior Beauty, Hbaf Almond, and Pulio massage devices.
Around 95 fashion brands feature, including Roger Vivier, Hugo Boss, J.Lindeberg, UGG, and Carin. The golfwear section includes J.Lindeberg and G/FORE, while sought-after brands like VUNQUE, UGG, and Carin cater to the MZ generation.
The multi-fashion space stands out with its sleek, white-toned facade and wave-shaped exterior design, which complements the transparent OLED windows displaying brand ads and product videos. The strategic placement of brands aligns with customer flow, starting with popular eyewear brands at the front, leading shoppers naturally through an “accessory-fashion-shop-in-shop” experience.
Shinsegae Duty Free Incheon Airport T2-Customers can take photos inside the beauty store at the designated photo booth.
The beauty store, with its transparent, white-toned glass facade, attracts travellers with its emphasis on a clean and fresh aesthetic. It showcases 47 brands such as Chanel Beauty, Estée Lauder, Sulwhasoo, Swiss Perfection, Poire, La Bruket, Yunjak, Tamburins, Purcell and Medicube, among others. It focuses on functional skincare and will be complemented by upcoming colour cosmetics and fragrance stores.
In front of the beauty store, a Dior Beauty pop-up featuring the limited-edition Fleur de Paris collection offers visitors a chance to experience exclusive products. The space also includes makeup services by beauty experts and photo zones for added engagement.
Plans to open a further duplex store within the Shinsegae Zone featuring top-tier brands are set for the first half of next year.
In celebration of the opening, customers who spend over $100 will receive a KRW10,000 won Starbucks card. Conveniently, the newly opened fashion store is located right in front of Starbucks.
A Shinsegae Duty-Free representative stated: “The official opening of the multi-fashion store and beauty shop marks a significant turning point, not only providing a new shopping environment for the next nine years but also enhancing the unique value of Shinsegae Duty Free. We are committed to delivering innovative services and diverse brand experiences that exceed customer expectations, making us another appealing destination for travellers.”