Shinsegae Duty Free has unveiled its new Paul and Bani characters, with one of the mascots taking a leading role in a tie-up with luxury label Off-White.

Mascots Paul and Bani were designed by the retailer to take “inspiring” journeys through art, fashion and travel. 

Paul is positioned as an introspective artist who uses music as a form of self-expression. Bani is a clothes-savvy ambassador who is passionate about music and fashion.

Together they are said to embody Shinsegae Duty Free’s “commitment to sophistication and style”.

According to Shinsegae, Paul and Bani will also promote sustainable travel, socially responsible actions, and the exploration of new inspiration and beauty. 

Bani’s first task is a collaboration with LVMH-owned Off-White, exclusively available at Shinsegae Duty Free’s Myeongdong store from 1-30 November 2023.

Located in a pop-up store in the 10th floor’s Iconic Zone, a Bani photo spot gives shoppers the opportunity to pose alongside a life-size Bani clad in Off-White collaboration pieces.

A video presentation is available to immerse customers in the backstory to the partnership.  

Highlights of the collection include the ‘Seoul City Garment’ t-shirt, as well as the ‘Out of Office’ sneakers. 

Other pieces in the store include ‘Glove Slip On’ sneakers inspired by motorcycle gloves, the ‘Jitney 1.4 Top Quote’ handbag, the ‘Zip Tie’ clutch’, a Fuzzy Mohair scarf, and minimalist ‘Mini Arrow Earrings’. 

Shinsegae  has also unveiled Paul&BaniXOff-White 3D emoticons that are free to download for KakaoTalk users who add the Shinsegae Duty Free channel.

“Shinsegae Duty Free is committed to continually engaging our customers through artistic endeavours,” a spokesperson said. 

“Paul and Bani are at the forefront of this collaboration project with Off-White, and their artistic and musical personas will forge a deeper connection with our cherished customers.”

Shinsegae lights up the festive season

With Paul and Bani unveiled inside, Shinsegae turned its attention to the exterior of its Myeongdong store last week as part of its Christmas festivities.

Its largest ever façade incorporates over 3.75 million LED chips, covering the exterior of the building and turning it into a giant 63x18m screen. In a sustainability effort, 3.5 million of the LEDs were reused from last year and the frame is made from recycled steel.

Under the theme ‘Shinsegae Theatre: From legacy to fantasy’ the feature showcases a Christmas universe with Rudolph, teddy bears, a gift train, and an ice rink surrounded by Christmas trees.

A soundtrack developed in collaboration with local composers blends Mozart’s Piano Concerto No. 22 with Christmas carols.

Back in April, Shinsegae Duty Free emerged as one of the victors of the general enterprise concessions in the Incheon International Airport duty free tender.