From a sky-high library to luxury fitness, Starfield Suwon beckons youthful explorers
Published: 24 Jan. 2024, 18:36
Updated: 29 Jan. 2024, 15:19
- SEO JI-EUN
- seo.jieun1@joongang.co.kr
SUWON, Gyeonggi — Starfield Suwon, the fifth addition to the Starfield shopping complex, is scheduled to open this Friday. Operated by the Korean retail giant Shinsegae Group, the mall aims to target the trendy age group of 20s and 30s.
Ahead of its official launch, Shinsegae Group hosted a pre-opening event on Wednesday, attracting a swarm of customers eager to get a first look at the latest Starfield mall in the region.
Visitors, ranging from young teens to families and even those accompanied by dogs, enthusiastically captured moments against the floor-to-ceiling bookshelves and embraced the cozy ambience of Starfield Library.
This marks the second Starfield Library, following the one at COEX Mall, now renowned as a must-visit location for Seoul tourists and perhaps considered the most Instagrammable library. Starfield Library Suwon surpasses its predecessor in size, spanning from the 4th to the 7th floors and reaching a height of 22 meters.
Shinsegae emphasizes that Starfield Suwon distinguishes itself by catering specifically to individuals in their 20s and 30s, evolving beyond the initial family-centric Starfield malls, and incorporating experiential stores and trendy designer and food brands.
"It combines high-profile brands and services, previously scattered in select Seoul areas, providing customers with an enhanced experience," explains Shinsegae Property CEO Im Young-rok.
Starfield Suwon strategically catered to the culinary and sweet tooth desires of the youthful crowd who are willing to wait hours to get a taste of their curious desserts. London Bagel Museum, a go-to bagel joint that sparks open-runs, set up shop, while Knotted Donuts is set to open as the largest branch in Gyeonggi.
Shinsegae Group aims to leverage its traditional offline retail expertise amid the competitive online landscape against e-commerce platforms. This decision aligns with the growing demand for mixed-use shopping complexes, providing individuals with an all-encompassing experience within a single facility.
Shinsegae Group Vice Chairman Chung Yong-jin chose Starfield Suwon as the first on-site management location for the New Year.
"We aim to provide a space where young customers cannot only shop in 'hip' stores but also engage in physical activities — and ultimately permeate into our customers' lives," remarked Chug during a tour of Starfield Suwon on Jan. 15, "Starfield embodies Shinsegae's vision."
Shinsegae plans to own a total of eight Starfield branches by 2030, with upcoming locations including Changwon in South Gyeongsang in 2026, Cheongna in Incheon 2028 and Gwangju in 2030.
BY SEO JI-EUN [seo.jieun1@joongang.co.kr]
with the Korea JoongAng Daily
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