Invited guests inspect Starfield Hanam ahead of the official opening of the mega shopping complex near Seoul. [Photo & video by Park Sae-jin]
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-Shinsegae unveils South Korea's largest one-stop shopping and resort complex-
-Shinsegae unveils South Korea's largest one-stop shopping and resort complex-
Rows of luxurious brand stores, restaurants, entertainment and sports facilities and a rare display of gigantic artworks greet visitors to Starfield Hanam as it reveals its splendor as South Korea's largest shopping complex large enough to fit 70 football fields ahead of a gala opening this week.
Many visitors have expected it to be large. But they are soon overwhelmed by its sheer gigantic size once they take a step into the eye candy adorned with shiny marble interiors and a glass roof providing a full view of the blue sky.
Starfield makes its visitors wonder about what's around the wide hallways and narrow alleys between stores in the mall, which is designed to maximize the efficiency of traffic with a complex but simple maze. The hottest merchandises in trend are on display, stealing the hearts of shopaholics.
"I've only been here for thirty minutes and already I love this place!," said Kim Joo-hyun, a 77-year-old resident in Seoul. "This place is like no other! Although I live 30 kilometers away from here, I've decided that this place will be my shopping spot from now on. It has everything!"
Starfield in an eastern satellite city of Seoul features a huge indoor parking lot capable of housing about 5,600 cars at once. It is directly connected to an eight-lane expressway leading to Gangnam, the heart of culture, commerce and finance in southern Seoul.
"Its large parking space is a thing and it is very convenient for an old person like me," said Kim, one of more than 1,000 guests invited by South Korea's leading department store franchise Shinsegae ahead of the opening Friday.
Lim Young-lock, vice president of Shinsegae Property, the group's property development unit, said Starfield could be listed in the Guinness World Records as the world's single largest shopping mall. Under a new concept of shopping combined with entertainment, leisure and tailored experiences at one place, Starfield aims to become a new shopping mecca in South Korea.
"Starfield offers a one-stop shopping experience. It has everything from an indoor multi-sports gym to luxurious foreign apparel brands. We hope customers can perceive it as a place to enjoy and relax," said Lim.
Starfield is the brainchild of Shinsegae group vice chairman Chung Yong-jin who has tried to blend entertainment with shopping.
"Shop and enjoy" was a message from Chung who described amusement parks and ballparks as Starfield's rivals. "This is not only a place for shopping but also provides fun and joy all day," he wrote on his Facebook page.
"Starfield aims at more than just selling merchandises. With happy experiences and relaxing moments, customers would never want to leave it," Chung said. "The age of going out to buy daily necessities is a thing of past. Shopping, leisure and healing should come together in one place."
The one trillion won (904 million US dollar) project was launched by Shinsegae to expand its influence in an intensifying war with rival groups such as Lotte and CJ.
A turf-war survival game in the saturated retail market has forced shopping malls to change their traditional business strategy as consumers move fast to online shopping malls which posted 54 trillion won in combined revenue last year, up 19 percent from a year earlier.
Chung's efforts to provide a fun shopping experience for all ages and gender were clearly shown in the Men's Zone. "Shopping malls had been relatively fun places for women but boring to men. We want to change it," said Lim.
On its second floor sits the showrooms of Hyundai's luxury brand Genesis, BMW, Mini, and an American motorbike brand Harley Davidson. Also, US electric vehicle maker Tesla Motors is set to open a showroom in November.
While Starfield is certain to amaze domestic shopaholics, managers hope the complex will lure foreign tourists.
"We will work out plans to attract foreign tourists," said Kim Jae-kon, vice president of Shinsegae's communications division, "Just like other department stores and shopping malls favored by foreign tourists, Starfield will soon become their most loved shopping spot."
Aju News Park Sae-jin = swatchsjp@ajunews.com