Expansion of Offline Bases for Sports Fandom
“Creating Brand Value and Sales Increase”, ‘[By Han Jun-jin of Edaily] GS25, a convenience store operated by GS Retail(007070), announced on the 16th that it will launch a sports-specialized convenience store themed around the professional soccer team FC Seoul in collaboration with GS Sports.’,
,
,
|
, ‘GS25 has redesigned its Yeonnam Hanyang store near Hongdae Entrance Station in Mapo-gu as a specialized store, reopening it on the 17th. Considering factors such as accessibility, symbolism, and buzz, the store, located in an area with a high proportion of customers aged between their 10s and 30s and heavy foot traffic, was chosen to be transformed into a specialized store.’,
,
, ‘The specialized store spans 43 pyeong (144㎡) and features FC Seoul’s emblem, symbolic colors, and mascot, with the core elements of a soccer field reflected in its interior and exterior.’,
,
, ‘The store’s exterior is designed with a soccer stadium concept. GS25 applied the stadium’s unique diagonal structure, which narrows from top to bottom, to the building’s outer walls. They used FC Seoul’s vibrant red color and glass panels on the exterior decor to significantly enhance the space’s dimensionality. A large sculpture of FC Seoul’s mascot, ‘Seed’, specially created for the entrance, welcomes visitors. The outdoor terrace is laid with artificial turf to evoke the feel of standing on a soccer field.’,
,
, ‘Inside, the store is split with a convenience store on the left and a space reminiscent of FC Seoul’s locker room on the right. The locker room area operates as an exclusive section for FC Seoul, selling over 80 types of merchandise including uniforms, clothing, and fan items. A dedicated photo zone and themed seating designed with a soccer ball motif are also provided.’,
,
, ‘With the addition of the FC Seoul specialized store, GS25 now operates a total of five sports-specialized stores. Previously opened stores like the Hanwha Eagles and LG Twins specialized stores have grown into offline hubs for sports fans, creating branding and direct sales increase effects, according to GS25.’,
,
, ‘GS25 plans to expand strategies by developing offline bases where fandom content can be directly experienced and consumed, thus contributing to the further activation of each team and domestic sports leagues, while continuously creating a win-win effect by converting fandom into GS25 customers.’,
,
, ‘Lee Jung-pyo, head of GS Retail’s marketing division, stated, “We aim to become a major cultural retail platform by further enhancing differentiated marketing strategies, such as store planning, space production, and events that can meet the expectations of sports fandoms with high loyalty and voluntary diffusion power.”’,
,
,