Dongchun 175

Future retail business strategies and space design to transform old fashion brand into a new image, attracting new customers

The challenge

Sejung, a well-known fashion company in Korea, has been aging, with 93% of its current customers over 50. Therefore, our core role was to identify a new business model to allure younger generations to its brand.

Value delivered

Renovating Sejung’s existing outlet building led to the launch of the Dongchun 175 multi-mall, seamlessly blending the original structure with a new value proposition. The mall features lifestyle shops, retail outlets, leisure spaces, cafes, and restaurants, creating an inclusive environment for all-age visitors.

This design aimed to naturally integrate existing consumers (over 50s) with new consumers (30-40s). Additionally, the introduction of the modern-Korean concept ‘Dongchun Sanghoe’ expanded the client’s business scope from fashion to lifestyle shops.

My contribution

Managed the research progress, tailoring methodologies
Derived potential consumer personas and tailored business content ideas for client
Validated business ideas through facilitating FGD, leading to innovative spatial strategies
Led designing zoning, concept and construction of interiors and exteriors

Type

Business Strategy, Architecture, Interior
/ Commercial (Renovation)

Client

Sejung

Address

Yongin, Korea

Gross Square Meter

92,000-S.F. (5 Floors)

Construction status

July, 2018

what I did

Project Manager, Research and analysis, Concept design, Design Development, Construction Administration

Worked with

Byeongseok Min, Sunyoung Lee, MDL Lab

Project Goal

The goal of this project was to engage a younger customer base for an older fashion company, targeting individuals in their 30s and 40s (NEW). With 93% of the current customers over 50 (RE), our core role was to introduce a novel retail concept. We uncovered the unmet needs of this age group by analyzing buzzwords, conducting expert interviews, and facilitating focus group discussions (FGDs) in line with prevailing social and cultural trends.

We synthesized insights to create “F&B” and “Lifestyle Shop,” fostering synergy with fashion. In the 21st century, fashion has evolved to encompass customers’ lifestyles, including living and dining. This marks a fresh vision for fashion companies, offering a complete lifestyle experience with food and curated shops. Adapting to the building’s structure, we cater to both existing and new customers, providing unique spaces within merged structures.

Design Process

Key Research : FGD

Key Concept

RELAXATION
for ALL-AGE FAMILY

“Relaxation for all-age family” came from the driven keywords ‘greenery’, ‘healing’, ‘community’, and ‘for me’. In order to realize the ideation in reality, we proposed specific plans for the concept’s value proposition, segmented personas, scenarios, look and feel, and sales items.

Design Point 1

Old & New

The exterior concept of “Old & New” comes from the old history of the client’s big warehouse. The design of the old building which is put on a new mass also reflects on the client’s history and leap toward the future with newness. In addition, it would be a space where the existing customers and new younger customers are able to coexist. Considering the path flow in space, we planned grand stairs connecting from the 1st floor to all floors.

Design Point 2

Dongchun Market, a new lifestyle shop

We planned a double layer in the space with a huge void. Using high level of the ceiling, the void would make a great impact on customers.

Leveraging the ‘Modern Korean’ image of a lifestyle shop ‘Dongchun Market’, we unify the entire space under one coherent concept. This concept also represents components reminiscent of traditional Korean houses.

DONGCHUN LIBRARY

In order to smooth the movement of customers in the form of a masses, large stand stairs were planned. Here, a space for reading and relaxing was born. Designed to be able to see through numerous bookcases to feel the expandability of the space.

HISTORY MUSEUM

A museum that shows the history of ‘SEJUNG’ by using items from Sejung logistics center (weaving machine, iron, hanger, pattern paper, etc.)

As a company that manufactures and sells clothes, it presents an identity and applies ideas to elevator halls. Waiting for an elevator or companions from the bathroom, customers will know about the company called ‘SEJUNG’

LEANEAR MAIN STAIRS

The stairs leading from the first floor to the fourth floor are elements that allow you to enjoy the entire floor in a friendly way without using an elevator. As you walk up the stairs, you can feel a great openness while looking outward.

Photo: Space.Roh / Sejung