The exterior of Shinsegae Department Store in Myeongdong will be illuminated with a large video conveying Christmas wishes.
Shinsegae Department Store announced on November 5 that it will unveil its Christmas video at the media facade 'Shinsegae Square' on the exterior of its main store in Jung-gu, Seoul, at 5 p.m. on November 6. The video will be screened daily from 5 p.m. to midnight until January 31, 2027.
This year's video, themed 'A Magical Journey to Convey Christmas Wishes,' runs for 3 minutes and 40 seconds. It tells the story of a bear guarding a post office who sets off on a balloon boat carrying letters filled with wishes, arriving at an ice castle to complete a Christmas tree.
The video emphasizes three-dimensional effects and features carefully crafted music. Using a 3D anamorphic technique based on optical illusions, it creates scenes where the bear appears to leap out of the screen or waves crash inside a glass wall.
The background music combines the fourth movement of Beethoven's Symphony No. 9 'Choral' with carol melodies, performed by a 60-piece orchestra recorded in Vienna, Austria.
The department store is also expanding its Christmas events inside. The 'Shinsegae Holiday Market,' now in its third season, will increase from two locations to four. Following the opening of the Gangnam location on October 30, it will also operate at Daejeon Shinsegae Art & Science (November 13), the main store (November 24), and Centum City (November 27).
The market will showcase Christmas decorations, gift items, and exclusive Shinsegae products. Experience events such as tarot readings and caricatures will also be available.
Additionally, a year-end marketing campaign featuring the store's character 'Puvila' will be launched. A teaser video for the campaign will be released on November 6, and next month, an experiential space will be created at the Gangnam store's Famille Station. A 'Golden Wish Tree' will be installed at the Daegu store to celebrate its 10th anniversary.
Competitors are also enhancing their holiday displays to attract customers. Lotte Department Store has installed 20,000 lights on its main store's exterior and decorated a 100-meter stretch from Euljiro Entrance Station to Avenue L. Hyundai Department Store is showcasing themed spaces that recreate Christmas streets from New York in the 1980s and 1990s at its major locations.
As department stores expand spaces for photography and experiences beyond product sales, the competition to attract customers during the year-end season is intensifying.
Kim Seon-jin, Vice President of Shinsegae Department Store's Sales Division, stated, "We planned this Christmas video to provide customers with a memorable experience, as Shinsegae Square is a representative destination for the year-end season."
* This article has been translated by AI.
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