Shinsegae Duty-Free goes beyond simply providing a space for shopping; it strives to be a “mindmark” duty-free brand that gives customers unprecedented, new experiences. The Myeongdong store created a hands-on zone by installing an artwork (Y SPIRAL) by the world-renowned Carsten Höller. Moreover, its Gangnam store, which opened in 2018, was the first duty-free store in Korea to have a 3D media façade.