"Super Large Model House at Department Store" ... Lotte Expands Experiential Living Content

Targeting the Rapidly Growing Home Styling Zok After COVID-19... Strategic Development of 'Interior Tenant'

'Hanssem Design Park' Living Room Section Unveiled at Lotte Department Store Ulsan Branch

[Asia Economy Reporter Jo In-kyung] Lotte Department Store is strengthening experiential living content through collaboration with Hanssem, the number one company in the interior industry.

Lotte Department Store announced on the 21st that it will open 'Hanssem Rehouse' at the Jungdong branch in Bucheon, Gyeonggi Province on the 25th, and the largest 'Hanssem Design Park' in the region at the Ulsan branch on the 26th. These are ultra-large interior tenants measuring 1,260㎡ (approximately 380 pyeong) and 3,470㎡ (approximately 1,050 pyeong), respectively.

In the case of the Jungdong branch, the strategy is to reduce the fashion apparel section, which has shown a declining sales trend over the past five years, and implement a model house with completed interior to attract consumers who have recently shown great interest in home decoration. Since about 55,000 households in the Jungdong area of Bucheon, a first-generation new town completed 20 to 30 years ago, are preparing for remodeling, the department store expects an increase in demand for home furnishing.

The Ulsan branch will expand its existing living hall by about 70% to 5,950㎡ (1,800 pyeong), and more than half of this area will be reorganized into Hanssem Design Park, which offers premium total home interior services.

Both stores will display model houses of the same size as actual apartments, allowing customers to directly experience and consult on kitchens, bathrooms, and building materials needed for remodeling construction all in one place. In addition to the 3D consultation program 'Home Planner,' a VR experience zone will be set up to provide digital services that virtually reproduce interior designs tailored to the floor plans of apartments where customers actually live.

Lotte Department Store plans to expand such experiential living content to 10 to 13 stores out of its 32 nationwide branches in the future.

Along with the opening of the interior tenants, surrounding stores have also been newly renovated. This strategy aims to enable customers preparing for interior work to purchase related products such as home appliances, furniture, and home decor together.

As the number of customers seeking premium living products increases, the Jungdong branch has newly introduced Italian furniture 'Moloti,' European interior accessory select shop 'Graycode,' imported goose bedding 'Sherdan,' and 'Hugo Boss Home.' The Ulsan branch has renewed and reopened popular furniture brands such as 'Ace' and 'Tempur.'

Earlier, since February, Lotte Department Store has been operating a 'Home Styling Consulting Service' offering one-on-one interior consultations at its main branch, and established a home furnishing studio and premium imported furniture zone at the Nowon branch.

Oh Se-eun, head of the home appliances team at Lotte Department Store, said, "We plan to open an additional Hanssem interior tenant at the Yeongdeungpo branch in September this year," adding, "We will continue to strengthen select shops and specialty halls that showcase a variety of popular living accessories."

Hanssem Rehouse Model House Decorated with 'Smart Package'

This content was produced with the assistance of AI translation services.