From K-Pop in Sinchon to Cafes in Hanam, Department Stores Redesign Their Ground Floors

South Korean department stores are challenging the idea that every branch should look the same, with ground floors increasingly shaped by local customers and commercial districts.

The first floor, traditionally associated with cosmetics and luxury brands, is now making room for jewelry halls, large cafes and K-pop content. Hyundai Department Store’s Sinchon branch moved its K-pop albums, merchandise and cafe complex, Opeak, from the second basement level to the first floor on the fifth of this month.

The move reflects Sinchon’s large student and foreign-tourist population, putting entertainment content on the department store’s most visible level. The branch has also turned its entire 12th floor into Space Illustar, a subculture complex used for virtual idol performances, fan meetings and cosplay events.

The changes reflect a broader push to make each store distinct rather than rely on a uniform floor plan.