Retail in Asia

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Shinsegae Group opens Starfield

Starfield Anseong

South Korea’s retail giant Shinsegae Group opened a new mega shopping mall complex Starfield in Korea despite the growing demand for non face-to-face shopping trend.

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Shinsegae is officially opening its fourth Starfield shopping mall complex in Anseong, Gyeonggi Province, after two days of preopening, making its name as the largest shopping theme park in southern Gyeonggi area, according to the company.

Starfield Anseong that is jointly invested by Shinsegae Property and U.S. shopping mall developer Taubman Centers commands a total floor area of 240,000 square meters, significantly larger than other rival shopping centers nearby such as Shinsegae Premium Outlet in Siheung that stands on 43,000 square meters, Shinsegae Premium Outlet in Yeoju on 33,500 square meters, and Lotte Premium Outlet in Icheon on 184,000 square meters.

The three-story complex with two underground floors has parking capacity of 5,000 cars. The mall offers visitors not only extensive shopping experiences but also a wide range of cultural experiences with diverse eatery locations, cinema, culture centers and library. The retail outlet is expected to attract shoppers from nearby Gyeonggi areas such as Pyeongtaek, Hwaseong, and Cheonan, the company said.

Shinsegae is opening its fourth Starfield shopping mall complex despite a shift in people’s shopping trend toward contactless shopping experience. It hopes a variety of non-shopping facilities at the new complex can strongly appeal to consumers.

One of the major hot spots is the 63-meter “star observatory” in which visitors are able to have a bird’s eye view of oak tree forest and outside plaza. On the fourth floor of the observatory is a café that offers specialty coffee to consumers.

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The pet-friendly shopping complex also provides pet owners a special playground for their pets. Visitors can enjoy Aquafield, a combination of Korean spa and waterpark, and a separate kids-friendly seawater premium swimming pool called Kids Splash. The complex has Sports Monster, a facility where visitors can enjoy about 30 different sports such as basketball, volleyball and indoor climbing. It also comes with a premium cinema for kids and popular eateries such as Lobster Bar and Nakwon Tesando.