Emart transforms Jukjeon store into new shopping space

Courtest of Emart Inc.

Emart Inc. unveiled a new shopping space inspired by the operational expertise of Starfield, South Korea’s largest multi-complex shopping mall, on Thursday.

The retail giant announced the transformation of its Jukjeon branch in Yongin, Gyeonggi Province, into the Starfield Market after 19 years of operation.

This renovation marks a shift away from the traditional retail model, focusing instead on creating a space for relaxation, experiences, and culture at the core of the store.

The revamped first floor immediately catches the eye with its significant changes.

Instead of traditional retail areas, the space now features a 495-square-meter Bookground, a dedicated reading and relaxation area, and an Event Stage for various performances and events. Comfortable lounge furniture is scattered throughout for customer relaxation, and a Starbucks café seamlessly integrates into the space without traditional boundaries.

The second floor is designed to encourage longer stays by families.

The Kids Ground, connected to a children’s fashion store, offers a space where parents in their 30s and 40s can shop while their children play and relax. The floor also includes a nursery room equipped with cribs and diaper-changing stations.

The Emart store, previously spread across the basement and first floors, has been condensed into a specialized grocery store on the basement level.

At its center is the Wholesale Zone, offering bulk items at prices more than 20 percent lower than standard retail.

The Grab-and-Go deli corner, specializing in ready-to-eat items like sandwiches and bento boxes, has been expanded to a 9-meter length at the entrance. There is also a Super Price Zone, featuring popular items at discounted prices throughout the store.

The introduction of unique shops within the discount store also reflects the integration of Starfield’s operational expertise.

Out of the 54 new brand names introduced, 15 are making their debut in an Emart store. Notable new additions include popular donut café Knotted, Western-style diner Yosyoku from Seongsu-dong, eastern Seoul, hot pot specialist Sunje from Dogok-dong, southern Seoul, casual Chinese restaurant Star Cheongdam, and long-standing conveyor belt sushi chain Gatten Sushi.

Lifestyle brand Muji has also opened its largest store in southern Gyeonggi Province at this location.

Emart’s decision to use the Jukjeon store as a testing ground for this futuristic retail experiment is due to its symbolic significance.

Jukjeon was Emart’s top-performing store in sales last year, excluding online, making it an ideal location to gauge customer response and performance metrics post-renovation.

The company has also fully leveraged its group resources for this project. While the Shinsegae Department Store (Gyeonggi branch) and Emart (Jukjeon branch) previously operated independently in southern Gyeonggi, they will now collaborate more closely.