Shinsegae Property said on the 14th it will open the first location of the community-based shopping space "Starfield Village" on Feb. 5 at "Hillstate The Unjeong" in Unjeong New Town, Paju, Gyeonggi Province.
Starfield Village is a new brand that adds local community functions to Starfield's operating know-how. Under the concept of "better everyday habits," it was created as a space filled with content spanning shopping, dining, leisure, taste, and interaction.
Unjeong is a core living area where more than half (57%) of Paju's total population resides, with about 290,000 people living there. Although elementary, middle, and high schools are concentrated and the ratio of parents ages 35 to 45 is high, lifestyle and cultural infrastructure has not kept pace with new town development, creating strong demand for leisure facilities—cited as the backdrop for this opening.
Taking these local characteristics into account, Shinsegae Property concentrated categories for a walkable living area—leisure, education, fashion, and F&B—and prepared ▲ kids-specialized content ▲ a community space serving as a local hub ▲ everyday hobby and self-development programs ▲ and premium wellness services.
The total operating area is about 15,800 pyeong (about 52,000㎡), comprising the central building "Central" and the lower floors of nearby apartment and officetel complexes. Among them, "Central" will open first in December, with the remaining areas opening sequentially through early 2026. Central and each area will be directly connected to Gyeongui-Jungang Line Unjeong Station via a second-floor outdoor pedestrian deck.
"Central," the core space of Starfield Village, spans floors 1 to 4 above ground and 7,770 pyeong, housing more than 100 brands. Shinsegae Property plans to actively attract brands debuting in Paju to offer local consumers a new shopping experience. "Audi," "Urban Plant," "Artisan Bakers," "Muji," "Xiaomi," and "Musinsa Standard" will open in sequence.
Experiential and community-oriented content has also been greatly strengthened. Global sports brand "Decathlon" will open a running-focused store to support the hobbies of local runners, and the multipurpose cultural space "Timechamber" will expand its co-working function to create a community space encompassing study, work, and rest.
For kids content, the experiential entertainment "Crayola Experience," which uses the U.S. Crayola headquarters' IP (intellectual property), will make its Korea debut in January next year. The immersive play-based development center "Jjaekkak Dagam" will also open its first store.
Food and beverage content is also diverse. The fourth-floor "Gourmet Street" will be created as a dining space for family meals and small gatherings, with "Mutan," "Gate Nine Mood," and "Nob's" set to open. On the first floor, there will also be a space for convenient meals centered on deli brands proven at existing Starfield locations.
An open community space has also been created. Floors 1 to 2 will feature the multi-story atrium "Central Pod," surrounded by 41,500 volumes. On the third floor, the play space "Upstair," featuring a curvilinear structure, and Starfield's original brands "Byulmadang Kids" and "Classkok" will open.
Lim Young-rok, CEO of Shinsegae Property, said, "Starfield Village is a future-oriented local retail facility that organically connects the region, people, and space, naturally blending into residents' daily lives to present a new standard of living," adding, "As a representative local lifestyle hub where people enjoy better everyday habits, it will not only improve customers' quality of life but also bring greater vitality to the local commercial district."