LG Electronics received a request from Starbucks to jointly build a meaningful space at the former Kyungdong Theater location within the Kyungdong Market. From the beginning, LG Electronics, in collaboration with Starbucks, contemplated this request. They approached the project with the idea that it could serve as an opportunity for close communication with the future customer base, the MZ generation, while revitalizing traditional markets and local economies.

Traditional repair shops used to fix radios or TVs. However, amidst the prolonged COVID-19 situation and the rapidly changing world, the insight gained was that what people need fixing nowadays is their "fatigued minds" in addition to LG's technology, rooted in love for people. This led to the concept of the Goldstar Refresh Center.

Rather than focusing on the features of the product, the emphasis was on the value customers could feel through the product. In the preliminary stages, data from the brand, as well as various external data such as GPS-based local data where the space is located, were analyzed and combined to create the optimal concept and experiential content.

The design of the experience elements was based on data analysis rather than a design solely based on product features. For example, at the Mind Refresh Corner, experiences were designed to align with the persona of the Green Zoomer, incorporating activities like planting seeds to encourage thinking about nature and experiencing healing in the process. Personalized videos were played in a long tunnel to provide encouragement, comfort, or strength based on the visitor's needs. Additionally, various display elements were used to make it easier to change the permanent experiential space.