현대백화점(대표 정지선 정지영)이 유통의 미래를 다시 한 번 제안한다. 부산광역시에 현대백화점만의 뉴 리테일 플랫폼인 ‘더현대 2.0’ 모델을 처음 선보여, 미래형 리테일의 새 기준을 제시한다는 포부다.
현대백화점은 부산광역시 강서구 대저동 에코델타시티 특별계획구역 내 11만1,000㎡(약 3만3천평) 부지에 연면적 20만㎡(약 6만평) 규모로, 미래형 복합몰 ‘더현대 부산’ 건립을 본격 추진한다. 더현대 부산은 2027년 상반기 오픈을 목표로, 이르면 올해 10월 착공할 예정이다.
더현대 2.0 : 유통의 경계를 허문 ‘빅블러 시대’의 뉴 리테일 플랫폼
더현대 부산은 한 단계 진화한 차세대 플랫폼 더현대 2.0이 첫 적용된다. 더현대 2.0은 백화점, 아울렛, 쇼핑몰 등 전통적인 유통 경계를 허무는 ‘빅블러(Big Blur)’ 전략을 바탕으로, 고객 중심의 콘텐츠와 혁신적인 인테리어 디자인을 하나의 브랜드로 결합한 현대백화점만의 ‘뉴 리테일 플랫폼’이다.특히, 더현대 2.0은 지역의 정체성과 문화, 자연 환경을 반영해 각 점포가 그 도시만의 ‘아이덴티티’를 담은 공간으로 기획된다.
같은 해 하반기 오픈을 목표로 광주광역시에 추진 중인 문화복합몰 ‘더현대 광주’도 미래형 리테일 플랫폼의 표본이 될 더현대 2.0 모델로 개발될 예정이다.이번 기획의 출발점에는 변화하는 시대의 흐름을 읽는 ‘정(正)-반(反)-합(合)’의 콘셉트가 있다는 게 현대백화점 측의 설명이다. 더현대 부산은 거대한 원과 네모가 만나는 독창적인 건축 설계처럼 ‘프리미엄과 가성비’, ‘정적인 자연과 역동적인 도시’, ‘로컬과 글로벌’ 등 상반되는 개념을 조화롭게 융합해 경계를 허뭄으로써, 고객에게 신선한 영감과 몰입적 경험을 선사할 계획이다.
현대백화점 관계자는 “더현대 서울이 경험 중심의 혁신적인 공간 설계를 통해 미래형 백화점의 새로운 전환점을 만들었다면, 더현대 부산은 한 단계 진화한 더현대 2.0 모델을 통해 다가올 유통의 미래를 제안하는 공간이 될 것”이라고 말했다.
차별화 포인트 ① 프리미엄과 가성비의 경계를 허문, ‘하이브리드형’ 복합몰
우선, 더현대 부산은 백화점과 아울렛 등 전통적인 유통 업태의 장점을 결합해 프리미엄 상품을 판매하는 ‘인도어몰’(Indoor Mall)과 합리적인 가격의 아울렛 매장과 트렌디한 MD로 구성한 ‘아웃도어몰’(Outdoor Mall)을 하나의 공간에 선보이는 하이브리드형 복합몰로 조성된다.
과거에는 소비자들이 고가의 신상품은 백화점, 저렴한 할인 상품은 아울렛에서 구매하는 식의 업태의 특성에 따라 구매 결정을 내렸다면, 이제는 ‘어디에서 사느냐’보다 ‘어떤 경험을 하느냐’가 쇼핑을 결정하는 주요 요소로 자리잡고 있어서다.
현대백화점 관계자는 “더현대 부산은 고객이 한 공간 안에서 명품, 패션 등 프리미엄 브랜드의 최신 상품과 합리적인 가격의 아울렛 상품을 자유롭게 넘나들며 쇼핑할 수 있는 차별화된 쇼핑 공간이 될 것”이라고 설명했다.
차별화 포인트 ② 정적인 자연과 역동적인 도시를 융합한 ‘몰입형 체험 공간’
여기에 더해, 더현대 부산은 기존 유통 채널에서 보기 어려운 체험형 콘텐츠와 몰입형 공간을 다채롭게 구성해 쇼핑 그 자체를 하나의 ‘감각적 여정’으로 재구성할 계획이다.
특히, 매장 영업 면적(6만 9,421㎡·2만 1,000평)의 절반에 가까운 약 3만 3,000㎡(약 1만평) 규모의 공간을 할애해 ‘몰입형 체험 공간’으로 만든다. 정적인 자연 환경에 문화, 예술, 레저 등 역동적인 콘텐츠를 섞어, 서로 다른 요소들이 어우러지는 이색적 공간과 일상에서 벗어난 새로운 경험을 제공한다는 방침이다.
현대백화점은 몰입형 체험 공간에 세계적 명소의 매력을 재해석해 조화롭게 녹여낼 계획이다. 마켓, 레저 스포츠 등 다채로운 체험을 즐길 수 있는 미국 뉴욕의 도심 속 공원 ‘브라이언트 파크’, 높은 천장고의 웅장한 유리돔 건축양식으로 유명한 프랑스 파리의 복합문화공간 ‘그랑팔레’ 등을 모티브로 한 특화 공간에서 고객들은 쇼핑을 넘어선 복합적 경험을 즐길 수 있으며, 이는 더현대 부산만의 차별화된 경쟁력이 될 것이라고 현대백화점 측은 설명했다.
차별화 포인트 ③ 로컬 문화와 글로벌 감성 연결
현대백화점은 또한, 더현대 부산을 통해 지역성과 세계성을 아우르는 ‘글로컬’(Glocal) 스토리텔링을 전개할 예정이다. ‘B. Dynamic’(비 다이내믹)이라는 테마 아래 부산의 젊고 활기찬 도시 에너지를 담은 콘텐츠를 큐레이션하고, 해양 문화와 지역 특성을 공간 전반에 선보인다는 계획이다.
구체적으로 보면, 항구 도시인 부산 특유의 골목 감성과 현대적 디자인이 어우러진 복합 문화 공간을 비롯해 숲 속 다이닝, 플로팅 카바나, 야외 미식 부스 등 젊은 세대를 겨냥한 트렌디한 문화 콘텐츠를 다채롭게 구성할 예정이다.
부울경 메가시티 중심에 위치 … 서부산은 물론 영남권 전역의 새로운 랜드마크로 발돋움
아울러, 현대백화점은 더현대 부산이 새로운 도시형 리테일 허브로서 역할을 할 것으로 보고 있다. 더현대 부산이 들어서는 에코델타시티는 ‘부울경(부산·울산·경남) 메가시티’ 중심에 위치한 미래형 수변 스마트시티로 인근에는 호텔, 컨벤션, 전망대, 미술관 등 다양한 시설이 함께 조성될 예정이다.
또한, 김해국제공항과 인접해 있고 KTX·고속도로 등 교통 인프라가 밀집한 지역인데다 향후 에코델타시티 내 도시철도 등도 예정돼 있어, 서부산은 물론 영남권 전역에서 뛰어난 접근성도 갖추고 있다. 특히, 서부산 지역은 젊은 인구가 지속 유입되고 있어 높은 미래 성장성도 기대되는 곳이다.
현대백화점 관계자는 “더현대 부산은 고객의 라이프스타일을 혁신하는 신개념 문화 콘텐츠 플랫폼으로서, 부산 지역의 새로운 랜드마크 공간이 되도록 만들겠다”고 말했다.
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