OBJECT STORE: PERSONALIZATION AND SELF EXPRESSION
How Object Store is redefining retail by turning customization into an experience
A few days ago, I visited Object Store in Yeonhui-dong—a neighborhood that, not long ago, few would have expected to become what it is today. It doesn’t even have a nearby subway station; you have to walk a bit from the closest one. Yet, when you arrive, you find a district full of low-rise buildings, well-curated cafés and restaurants, natural light, and a young, trendy crowd.
On the second floor of Saruga Shopping Center, tucked into a corner, is Object Store(옵젵상가)—a small shop that draws in plenty of young city girls. The main attraction? Customizing name tags, patches, and similar accessories. Customers create a unique design that reflects their personality. Not everyone buys on the spot—prices aren’t cheap. Some just design their product, take a photo, and order it online later. But the real charm lies in the in-store experience, so I made mine on the spot. It now hangs from my backpack. The process is simple: choose accessories, decorate your design, pay, and have it heat-pressed on the spot.
Object Store’s success has been so significant that they now have dedicated sections in Muji stores, allowing customers to personalize Muji products. I’d like to write more about these later.
The key takeaway? The trend is clear: experience-driven retail, where personalization and self-expression take center stage. The store’s role is simply to provide the tools for customers to bring their ideas to life in real time.
Many industries have embraced customization—fashion (Nike By You, Golden Goose) and stationery (Artbox) are some examples. What was once a bonus is now becoming a must. But scaling it comes with challenges. For small businesses, it’s easy to manage, but as companies grow and profitability takes priority, innovation and technology become crucial. Those who can cut costs in this space will gain a competitive edge.
These stores may not generate massive revenue, but they attract young customers—and where they go, a broader, older audience follows. That’s why department stores and brands like Muji use them to boost foot traffic and drive sales across other products and services.
If you live in Korea, you’ve probably seen students decorating their backpacks with these name tags and patches. Have any caught your eye?
