The Homeplus Smart Virtual Store opened in a tube station in Seoul, South Korea earlier this week to much acclaim. Quite unlike any other retail destination that has opened before, this store is not so much a physical space for the sale of goods but instead acts as a digitalized venue to conduct quick, seamless shops.

Homeplus, the second largest discount chain store in the country, have produced a self titled ‘fourth generation retail store’ – the first of its kind. With 35000 products available via a brief scan with a phone, it is a significant step in the advancement of retail technology. Customers don’t even need to be anywhere near the virtual store – a quick scan of the barcode and products can be delivered to you later at home or at the office.

The initiative runs through a Homeplus app and uses QR codes to provide services to the hundreds of thousands of South Koreans already using the app. With smartphone users expected to rise by a huge 350% this year alone, the chain have witnessed their profits skyrocket as they have embraced the scramble for seamless technology.

The concept follows on from Tesco’s virtual grocery store, opened earlier this year also in South Korea and displays the effective accessibility of QR stores.