See the World Cup in the middle of Myeong-dong… Shinsegae Square unveils a massive screen live broadcast

An urban agora 펼쳐지는 in the heart of Myeong-dong, 'Shinsegae Square'

A giant media façade in the heart of the city transforms into a modern-day agora. Shinsegae Department Store said it will live-stream World Cup matches of the South Korean national team through 'Shinsegae Square,' a massive screen that wraps around the main store’s outer wall with a total size of 1,300 square meters. The move is meaningful not just as entertainment, but as a space for collective excitement that bonds city residents under a shared purpose.

On the night of the 19th for the Mexico match and the 25th for the South Africa match, the streets of Myeong-dong, Seoul are expected to be filled with roaring cheers. A department store, a traditional hub for shopping, is expanding into a cultural gathering space for citizens. Shinsegae Department Store plans to create an intuitive cheering zone where visitors can breathe together and connect in the heart of the city, mediated by overwhelming media art.

From discount coupons to a roulette event… Turning offline excitement into online benefits

The heat on site will translate into tangible benefits through Shinsegae Department Store’s own application. It will provide a 'Food and Beverage (F&B) 50,000 won discount coupon,' which can be used immediately after the match ends, expanding the joy of cheering into a flavorful experience.

In addition, a 'roulette event' adds an element of fun from chance. A variety of prizes are prepared, including an adidas match ball (official ball), dessert use vouchers, a 50,000-won fashion discount ticket, and a 15,000-won beauty discount ticket. This is part of a polished omni-channel strategy that naturally leads the rousing atmosphere of offline cheering into the brand ecosystem.

A thorough safety net… Building a mature viewing culture

Because it is an event where large crowds gather, a thorough safety management system is also put in motion. Shinsegae Department Store will work closely with relevant agencies to place safety personnel in advance at various spots on site and operate by strictly separating the viewing area and pedestrian routes. While delivering an overwhelming visual spectacle, the company says it will secure citizens’ safety as the top priority.

This Shinsegae Square World Cup live broadcast will serve as more than just a sports event—it will become a chance for citizens to reemerge as cultural actors who share the context of downtown. The scene of red solidarity that unfolds among a concrete jungle of buildings suggests a new direction for how future offline retail spaces should move forward.