Lotte Department Store Dongtan Branch Grand Opening on the 20th... "Gyeonggi's Largest Landmark"

Lotte Department Store's Dongtan branch, opening for the first time in seven years, will have its grand opening on the 20th.

[Asia Economy Reporter Lim Chun-han] Lotte Department Store announced on the 19th that its Dongtan branch, the first new store opening in seven years, will have its grand opening on the 20th.

The Dongtan branch is the largest landmark in Gyeonggi Province with a total floor area of 246,000㎡, consisting of eight floors from basement level 2 to the 6th floor above ground. More than 50% of the total area is dedicated to experiential content such as art, culture, and F&B, focusing on creating attractions and entertainment. Notably, it features the largest cultural center in Korea, Lifestyle Lab, art sculptures scattered indoors and outdoors, the Leonardo da Vinci media art exhibition, audio docent service, The Terrace, and the industry's first digital experience zone, all offering unique experiences.

Dongtan branch aims to be a "department store you want to stay in," maximizing various experiential contents and artistic elements that can only be enjoyed offline. It breaks down the boundaries between shopping and art, creating a harmonious space where visitors can encounter over 100 works by world-renowned artists such as David Hockney and famous domestic and international artists throughout the department store. Additionally, it offers the department store's first "audio docent" service, introducing artworks with the voice of art ambassador actor Lee Dong-hwi. Visitors can listen via QR codes attached to captions next to the artworks or through the Lotte Department Store application (app).

A David Hockney artwork located on the 1st floor of Lotte Department Store Dongtan branch.

Representative art sculptures include Heo San's "Gongdeuntap II" on the 1st floor, Fabian Merel's "Pentateuque" on the 3rd floor, Lim Jeong-ju's "Noneloquent" on the 3rd floor, and Baek Seung-ho's "Gong, Yu, Gyeong (空, 有, 景)" on the 6th floor. On the 2nd floor at Lotte Gallery Art Space & Art Wall, the exhibition "ART COLLECTIVE; NOW & NEVER" showcases over 100 contemporary art pieces by domestic and international artists such as Ed Ruscha, Lee Ufan, and Park Seo-bo. There is also a media art exhibition presenting the life and works of Leonardo da Vinci, a representative genius painter who completed Renaissance art in the 15th century.

The cultural center Lifestyle Lab, located in the basement level 2 complex cultural space "Be Slow," is also the largest in Korea, covering 2,680㎡ (810 pyeong). It features differentiated spaces such as the first-ever studio in a cultural center, including a sound & recording studio, cinema studio, and kids creative studio. The community lounge, designed for various purposes, is also the largest at 430㎡ (130 pyeong).

Lotte Cinema Dongtan, located on the 7th and 8th floors of the department store, has seven screening rooms with a total of 1,157 seats, including the Superplex with a giant screen and Atmos sound system, CineComfort with comfortable recliner seats in all seats, and Shalotte, which adds luxury with a youthful sensibility.

Exterior view of Lotte Department Store Dongtan branch.

The Dongtan branch differentiates the naming of each floor, classified by product category, with new names reflecting the concept of each floor, focusing on experiential content within the stores. The 1st floor overseas fashion section showcases luxury brands favored by young customers, such as Saint Laurent, Fendi, Loewe, Balenciaga, Maison Margiela, and Valentino. It features differentiated store compositions, including Moncler, the first family-type full-category store in Korea, Saint Laurent with full categories for men and women, Tom Ford entering the Gyeonggi area for the first time, and Dolce & Gabbana.

It also includes a comprehensive lineup of beauty brands preferred by MZ generation women. Based on data analysis, brands favored by customers in their 20s and 30s such as Chanel Boutique, Dior, Yves Saint Laurent, Gucci Beauty, Aesop, Burberry Beauty, and Chantecaille have been introduced. Experiential content within the stores includes Chanel's Alchimic service that automatically recommends desired scents, Dior's La Collection Priv?e small classes, and Sisley's digital hair ritual device.

The lifestyle living specialty hall is also the largest in scale. Visitors can find The Conran Shop's second store, a high-end living edit shop, Italian high-end living brand Molteni&C, Danish premium furniture brand Fritz Hansen, home styling curation shop Maison Archive, and Royal Copenhagen in collaboration with Michelin-starred chef Ryu Tae-hwan.

Reflecting the characteristics of the Dongtan commercial district, kids' content is subdivided by category. Specialized kids cafes such as Champion The Energizer for activities, the new-concept baby food cafe Yummy Meal Town, and kids beauty brand DL Friends are focused on in the infant and children's specialty hall. Convenience facilities for customers with infants have also been expanded, including a large infant resting room and premium stroller rental service, reflecting the opinions of Dongtan residents.

Lotte Department Store Dongtan Branch Basement 1 Food Avenue Panorama.

The Dongtan branch has put great effort into F&B, composing about 27.7% of the total sales area with food and beverage. It features over 100 F&B brands, including Korean Table, which offers menus developed with Chef Cho Hee-sook, selected as Asia's top female chef in 2020, Kongkong Dosirak, a lunchbox specialty store, and Schedule Cheongdam, a hot place in Cheongdam-dong.

Special stores exclusive to Dongtan include Veggie Creek from Taiwan, Element by Angel-in-us, a gallery cafe planned in collaboration with space designer Yang Tae-oh and coffee specialty store Angel-in-us, CAF? A.P.C, the world's first of its kind, and Quang Seafood, known as one of Thailand's top three seafood specialty restaurants.

A Lotte Shopping Department Store Division official said, "The Dongtan branch is a customized store that breaks the mold of existing department stores in all aspects, including brand composition, experiential content, F&B, and quarantine, actively reflecting recent trends and the characteristics of the Dongtan commercial district. We plan to continuously introduce new content after the opening so that it can grow beyond a landmark representing Dongtan to become a representative department store in Korea."

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