Shinsegae Property said on the 22nd that it has completed a full renovation of the commercial facilities at Gran Seoul in Jongno District and will open the first Starfield Avenue on the 28th.
Starfield Avenue is a new concept that expands Shinsegae's multi-purpose mall brand "Starfield" into an urban format, aiming to be a complex cultural space where people can experience a relaxed daily life and a refined lifestyle in the heart of the city.
The renovated space spans from basement level 1 to the fourth floor above ground, totaling 1,900 pyeong, with 42 brands moving in. About 90% of them are F&B brands. A Shinsegae Property official said it "will offer a wide range of culinary experiences, from everyday meals to formal business dining."
The fourth floor is arranged as a premium dining zone featuring leading Korean chefs. Chef Lee Jong-uk, formerly of the two-star Michelin restaurant Joo Ok, will open the steakhouse "March," alongside the kaiseki specialty restaurant "Imo Washun" and the Korean-French "Confier Selection." In addition, "Amso Seoul," which modernly reinterprets traditional Korean cuisine, and the authentic Chinese restaurant "Luwon by Rakhian" are slated to open in November.
The second floor combines a trendy dining space with a "socializing" concept. Representative brands include the izakaya "Hikarimono" by Chef Shin Hyeon-do of the omakase spot "Monologue," the private-room-based premium Korean beef, known as hanwoo and seafood specialist "Wuhana," and "Krua Thai Cuisine," which received the Thai government's THAI SELECT AWARD.
The first floor highlights K-food, preserving Pimatgol's historical identity. Tenants include the Korean restaurant "Geumgeum," the 40-year-old "Yeoyeoje," the dessert cafe "Standard Bun," and the authentic French bakery "Louvre Baguette."
Basement level 1 is a global gourmet zone, featuring the premium version of "Gatten Sushi," "House of Gatten," Singaporean wood-fired cuisine "One Degree North," Italian dining "EBT Osteria," and the brunch cafe "Parno."
In addition, lifestyle brands such as "Wine & More," "Olive Young," "Juno Hair," "Uncommon Eyewear," "Susu Flower," and "Golfzon Market" are moving in together to broadly meet everyday demand from office workers and visitors in the Jongno area.
A Shinsegae Property official said, "Starfield Avenue will be a space that offers a refined daily life and new culinary experiences in the very center of the city," adding, "We will establish it as a new urban landmark connecting Gwanghwamun and Jongno."