From Media Façades to the Streets of New York: Department Stores’ Christmas Showdown

[Financial News] With Christmas approaching, the three major department store chains are setting out to attract year-end shoppers with dazzling media façades and experiential offerings. Their strategy is to draw more customers by becoming year-end destinations that offer more than just shopping, with plenty to see and do.
According to industry sources on the 1st, Lotte Department Store unveiled its Christmas-themed ‘LOTTE TOWN DREAM LIGHT GARDEN’ on the 30th of last month. This year, it is presenting a Christmas setting that combines lighting and media art, with ‘A Secret Garden in a Dream,’ inspired by elegant European gardens, as its concept. It installed 20,000 bulbs on the exterior of its main branch in Sogong-dong, Seoul, and decorated the roughly 100-meter stretch from Euljiro 1(il)-ga Station to the main building and Avenuel with dazzling lights.
In particular, in a bid to compete with Shinsegae Department Store, Lotte Department Store is installing a massive media façade, ‘LOTTE TOWN LIGHT,’ on the exterior of its main branch. It measures 77 meters wide and 21 meters high, with a total area of 1,614 square meters. The plan is to connect the existing lighting with the media façade, with a formal unveiling targeted for year-end, and turn the Myeong-dong area into a landmark of light. Lotte also plans to open a Christmas market at its Jamsil branch in the middle of this month and install a large Christmas tree at its Incheon branch.
Shinsegae Department Store, which has led the competition in Christmas media façades, will unveil this year’s Christmas video on the 6th through ‘SHINSEGAE SQUARE’ on the exterior of its main branch. Under the theme ‘A Fantastical Journey Carrying Christmas Wishes,’ the video will tell the story of a bear setting off on a mysterious journey carrying a letter containing a wish.
After decorating the exterior of its main branch with 10,000 golden LED lights in 2011, Shinsegae Department Store began presenting Christmas videos using a media façade in 2014. Since then, new videos and displays each year have helped establish the main branch as one of Seoul’s signature year-end attractions. In November 2024, it converted the media façade, which had previously been installed only for the season, into SHINSEGAE SQUARE, which can operate year-round.
This year, it is also expanding its Christmas markets and experiential offerings. Now in its third year, the ‘Shinsegae Holiday Market’ will expand from two locations to four and operate in stages through the end of the year. The markets will sell Christmas decorations and gifts, as well as offer a range of hands-on programs.
Hyundai Department Store is seeking to stand out with experiential offerings. This year, under the theme ‘Christmas in New York City,’ it is recreating New York street scenes from the 1980s and 1990s. Christmas displays are set to be unveiled in stages at department stores and outlet locations nationwide, starting at the Trade Center branch on the 27th of last month, followed by the Apgujeong main branch today and The Hyundai Seoul on the 10th.
In particular, ‘H Village,’ the Christmas village in Sounds Forest on the fifth floor of The Hyundai Seoul, recreates New York streets with 13 red-brick buildings up to 10 meters tall, neon signs, yellow taxis and more. Since it first opened in 2022, H Village has drawn more than 1.5 million visitors through last year. This year, advance reservations will open on the 5th, and the village will officially open on the 10th.
Department stores are investing heavily in Christmas offerings because they can attract more customers and enhance their brand image. Distinctive attractions can draw visitors in while also encouraging tangible spending on shopping and dining.
An industry official said, “At the end of the year, many people go out to enjoy the Christmas atmosphere or take photos, so elaborate Christmas displays are an important factor in attracting customers.” The official added, “Each department store is aiming to establish itself as a year-end destination with distinctive attractions while also drawing in visitors and capturing demand for shopping and dining.”
[email protected] Jang Yu-ha Reporter