Shinsegae Department Store’s Starfield Hanam branch has introduced a spacious 100-pyeong Terrarosa Cafe on its first floor, marking a fresh approach to public space design. The cafe opened its doors on the 29th and quickly drew crowds within three days.
First Major Cafe on Ground Level
This marks the first instance of a cafe this size entering the first floor at a Shinsegae Baekhwa Store. Previously, the area focused primarily on luxury goods and cosmetics. Terrarosa Cafe combines specialty coffee with French-style bakery offerings, creating an inviting fusion spot ideal for shoppers seeking relaxation amid their visits.
Expanded Brand Lineup Boosts Appeal
Alongside the cafe, the first floor now features renewed young fashion brands such as Reibeu and Dueling, plus 10 popular labels and 18 children’s brands, including Apricot Studio. These additions double the brand count and elevate daily peak visitors by approximately 1.5 times, based on store sales analysis.
Targeting Family Shoppers
The Hanam branch serves about 60% of its customers from 30-40s family demographics, surpassing average shopping duration and frequency. Centered around the Hanam educational district and Sindosi development, the store anticipates an influx of around 80,000 residents. Further expansion targets family-oriented visitors to strengthen its position.
Park Sung-ju, manager of the Starfield Hanam branch, stated, “The Hanam store crafted a new first-floor space blending shopping and leisure to reflect the high proportion of family customers in the area.” He added, “We plan to expand differentiated content tailored to hard-to-reach customer traits and continue enhancing store traffic.”
