Shinsegae Department Store Wins Three Red Dot Design Awards for Second Consecutive Year

Shinsegae Department Store has received three prestigious awards at the Red Dot Design Award 2026 for its projects that creatively express Korean holiday culture, store spaces, and food content through design.
 
On July 27, Shinsegae announced that its holiday campaign, main store rebranding project, and the wellness market 'Twelve' at House of Shinsegae Cheongdam each won an award in the brand and communication design category.
 
The Red Dot Design Award is an international design competition organized by the Design Center North Rhine-Westphalia in Germany. It evaluates innovation, completeness, and brand communication across three categories: product design, design concepts, and brand communication design.
 
The holiday campaign reinterprets traditional Korean themes, such as folk paintings and horse-drawn carriages, in a modern context. A consistent design framework was applied across offline stores, printed materials, and digital content to convey the emotions and stories of the holidays.
 
The main store rebranding project visualized the transformation of the flagship store in Myeongdong, Seoul, and its distinct identities across different spaces. The brand system, which includes 'The Reserve,' 'The Heritage,' and 'The Estate,' was designed for intuitive customer understanding, with visual content reflecting the stories embedded in each architectural space.
 
Twelve, located at House of Shinsegae Cheongdam, reinterprets food not merely as products for sale but as wellness-based lifestyle content. A unified visual system and brand identity were established across approximately 6,000 products, connecting items, packaging, and store spaces into a cohesive image.
 
Shinsegae explained that this award stems from moving away from designing products and store interiors separately, instead linking space, content, and customer touchpoints into a singular brand experience.
 
Last year, Shinsegae also won four Red Dot Design Awards for its Christmas campaign 'Joy Everywhere,' the media art 'Timeless Moment' on the main store's exterior, and projects like 'Pilgrimage to Jung-gu' and 'Musician's Suitcase.' 'Timeless Moment' transformed the main store's exterior into a media art space, connecting tradition and modernity through imagery inspired by mother-of-pearl.
 
A Shinsegae representative stated, "We will continue to provide differentiated customer experiences through design and content, setting new standards in retail."