Is It a Convenience Store or a Concept Shop? Emart24 Opens Gen Z Flagship 'Trend Lab Seongsu'
Creatrip Team
3 months ago
Emart24 opened its first Gen Z-focused flagship store, ‘Trend Lab Seongsu’, in Seoul’s hip Seongsu-dong. The store blends convenience store (CVS) functions with lifestyle and retail experiences—featuring brand pop-up zones with beauty and fashion (e.g., Amuse and W Concept), an event zone with anime and game goods, a To-Go cafe, star-product zone with celebrity chef ready-meals, and a CVS zone offering wine/whisky DIY kits. The interior uses exposed concrete and metal fixtures for a boutique feel. Food and beverage options balance value and premium choices (e.g., affordable smoothies and specialty coffee), plus in-sourced microwave-ready snacks for convenience. Opening promotions include heavily discounted items and up to 30–50% off select brands during a limited event. Emart24 says the store is an experimental “everyday platform” designed to match Gen Z lifestyles and will inspire more concept flagships.
