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Inside Apple's sixth Korean store: Geniuses, watches and plant-based materials

Published: 07 Dec. 2023, 16:24 Updated: 07 Dec. 2023, 17:11

JIN EUN-SOO
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Apple's sixth retail store in Starfield Hanam in Gyeonggi [APPLE]

HANAM, Gyeonggi — Just below the Tesla store in the very center of Starfield Hanam is where Apple is opening its sixth Korean retail store, targeting a wider customer base.

The massive shopping mall located on the outskirts of Seoul is visited by an average of 200,000 visitors during the weekend and a large amount of them are families, as shown in the venue holding child-friendly promotional events almost every weekend.

Most of Apple's previous stores were located in neighborhoods popular among younger generations such as Garosu-gil, Gangnam Station and Yeouido.

The Korea JoongAng Daily got a chance to take a look at the store prior to the official opening set for Saturday at 10 a.m.

Apple staffs in red shirts welcome the press on Thursday prior to the store's official opening this Saturday. [JIN EUN-SOO]

Just like other Apple stores around the world, the Hanam branch lays out an array of their products ranging from the iPhone series to Apple Watches, AirPods, iPads and Macs along with matching accessories.

But there is one particular compartment inside the shop that hasn't been spotted in any other Korean Apple stores until now.

Dubbed the "Genius Bar," the bar-type section on one corner of the store is where Apple customers can consult with one of Apple's "geniuses" or experts about advice and technical support on how to make the most of Apple's products. The bar has to be reserved in advanced.

Previously, such services were available in other Korean Apple stores but the consultations had to be done in more open spaces rather than a dedicated corner.

"Genius Bar" is first introduced in Korea at the Hanam branch. [JIN EUN-SOO]

The Hanam store also puts more emphasis on Apple Watches, setting up what's called "Watch Studio," where the devices and dozens of matching bands are on display, including the newest carbon-neutral Apple Watch Series 9.

Some 10 tables in which Apple products are on display vary in height in order to accommodate a range of customers including those with physical disabilities. The same goes for the chairs too.

Eighty staff members will be working at the Hanam store, the smallest number compared to the figures announced for previous new store openings in Korea.

"Our expertise members bring Apple magic to life every day in this building and offer an experience that is truly unique to Apple retail," said Patrick Schuerpf, director of retail business in Asia, to the press on Thursday.

"Both in-store and online customers receive personalized shopping support to connect with our teams whenever it is convenient for them."

Schuerpf pointed out the Pickup section which is particularly popular during the holiday seasons. Those who made purchases online can stop by the store and pick up their products showing the QR codes.

The Hanam store used plant-based materials for the floor and biogenic acoustic panels for the ceiling to reduce its carbon footprint, helping Apple's goal to go carbon neutral by 2030.

Apple is ramping up its offline stores recently in Korea. The California-based tech giant is likely to open its seventh store in Hongdae in western Seoul soon.