The Jeju Shilla Hotel has hosted a Chanel pop-up boutique for the third time, following previous events in 2021 and 2022.
According to the hotel industry, Jeju Shilla Hotel will operate the boutique from November this year to June next year, and will sell shoes, bags, and clothing like a regular boutique shop.
The fact that Chanel, which operates a country-specific store quota system to maintain its brand value, opened a pop-up store in the same location for three consecutive years is an analysis of Jeju Shilla Hotel’s high brand value.
In the industry, there is an assessment that Shilla’s upscale strategy, led by Hotel Shilla President Lee Boo-jin, is gaining momentum.
* Hermès entered Korea in 1991 with a store at the Shilla Hotel in Seoul.
* The Hermès store is scheduled to reopen in late 2023 as a duplex.
* British multinational and extraordinary fine jeweler brand Graff arrived in Korea in 2013 with its first store at Seoul Shilla Hotel.
Forbes Travel Guide categorized only the Seoul Shilla Hotel as a five-star hotel among the three major Korean hotels (Shilla, Lotte, and Chosun) in its 2023 Star Awards.
Lotte Hotels’ top brand, Signiel, was categorized as a four-star in the same assessment. The Westin Chosun, operated by Chosun Hotels & Resorts, was also rated four stars.