SOUTH KOREA. Shinsegae Duty Free has opened two new stores at Incheon International Airport Terminal 2 West over recent days, one dedicated to beauty, the other to multiple categories including fashion and accessories.
The two stores, which form what the travel retailer calls the ‘Shinsegae Zone’, were unveiled on 7 and 9 September, respectively.
The Shinsegae Zone, located in front of the Korean Air Lounge, is a high-end experiential shopping space showcasing the Seoul-based retailer’s merchandising expertise.
The space is designed to cater to individual tourists (FITs) by offering not only shopping but also interactive experiences such as product testing and sampling.
The 2,107sq m Shinsegae Zone features a diverse array of fashion and beauty names, including luxury, contemporary and K-brands. Over 140 brands are present, embracing categories such as watches, jewellery, food and toys.
Notably, the Incheon Airport store introduces a golf wear-exclusive section for the first time, along with popular brand pop-up stores including Dior Beauty, HBAF (the Republic’s largest nut brand) and Pulio massage devices.
The multi-fashion store features a sleek, white-toned façade 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 what Shinsegae Duty Free called an ‘accessory-fashion-shop-in-shop’ experience.
The multi-fashion store houses approximately 95 brands, including Roger Vivier, Hugo Boss, J.Lindeberg, UGG, and Carin. The golfwear section features brands such as J.Lindeberg and G/FORE.
Additionally, sought-after labels including Vunque (you can read our recent interview with the Korean fashion house here), UGG and Carin cater to the MZ generation.
To celebrate the opening, customers who spend over US$100 will receive a KRW10,000 (US$7.45) Starbucks card – the fashion store is located right in front of the Starbucks outlet.
The beauty store features a transparent, white-toned glass façade designed to attract travellers with its clean and fresh aesthetic.
The store includes 47 brands, including Chanel Beauty, Estée Lauder, Sulwhasoo, Swiss Perfection, Poire, La Bruket, Yunjak, Tamburins, Purcell and Medicube. 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 the chance to experience exclusive products.
Coming next: The lure of luxury
Shinsegae Duty Free plans to open a duplex store featuring top-tier luxury brands at the west entrance of Incheon Airport in the first half of 2025, anticipating that the Shinsegae Zone will become a premier luxury shopping destination.
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.” ✈
