It was announced on the 20th that Shinsaegae will be unveiling their new image as a ‘young and dynamic fashion department store’ with the ‘2NE1 Loves Shinsegae‘ campaign, which will run from 29 May to 27 June.
Shinsegae, famous girl group 2NE1 and luxury brand Chrome Hearts will hold promotional activities such as advertisements, a photo exhibition, the sale of products that they collaborated on and more.
Shinsegae plans to change its image from that of a ‘classy department store’ to a ‘young and trendy department store’ through this campaign in order to appeal to a diverse customer base.
The ads where 2NE1 has modelled for will be displayed in the main building of Shinsegae, in fashion magazine DM and other offline media and also in online media such as Shinsegae’s home page, blog and SNS.
By using 2NE1 as models in the ads, they hope that the image of ’imposing and sophisticated women’ will convey a message to the consumers that ”shopping at Shinsegae = sophistication’.
In addition, gift catalogs and advertisement images have been created for the products that each 2NE1 has designed themselves and will be available for viewing though the blog and homepage. Video catalogs have also been made for the products that will also be available for viewing through those avenues.
During the promotion period, there will be a pop-up store and a photo exhibition to showcase the product planning process between Shinsegae and 2NE1.
On the 5th floor of Shinsegae’s main building, luxury brand ‘Chrome Hearts’ will open a pop-up store where the collaboration products that 2NE1 has participated in in terms of planning and design will be showcased.
The main products include tank tops, hood jumpers, pants etc, which amount to more than 20 items. These items will be sold exclusively in Korea for just a month, thereafter it will be available in Chrome Hearts stores worldwide.
In addition, the 5th floor of the main building will also contain a photo exhibition where you’ll be able to see 2NE1′s various looks.
Lee Bo Young, team leader of the brand strategy team of Shinsegae says, “We hope that through this campaign, Jeff Koons, Ewan McGregor and 2NE1 will be able to deliver a different image of Shinsegae and we will continue with the strategy of creating design and lifestyle that can be shared with consumers”.
Note: Shinsegae is a South Korean department store franchise, along with several other businesses, headquartering in Seoul, South Korea. The name of Shinsegae literally means “New World” in Korean. Its flagship store in Centum City, Busan, is the world’s largest department store, surpassing the Macy’s department store in New York City in 2009. (Wikipedia) The photo exhibition and pop-up store for 2NE1′s campaign will be held at Shinsegae’s main building, which is located in Seoul.