Lotte Department Store Dongtan Branch Has Everything... "If Only It Weren't for COVID-19"

New Store Opened After 7 Years
Luxury Brands Enter in Large Numbers
Half Are Art and Culture Experience Spaces
100 Food and Beverage Outlets Fully Stocked

Lotte Department Store Dongtan Branch, B1 Floor Food Avenue.

[Asia Economy Reporter Lim Chun-han] Lotte Department Store's new Dongtan branch, the first in seven years, finally revealed itself on the 19th. With a total floor area of 246,000㎡, it is the largest landmark in Gyeonggi Province, consisting of eight floors from basement level 2 to the 6th floor above ground, with more than 50% of the total area dedicated to experiential content such as art and culture.

◆An Experience-Filled Space Full of Attractions= Dongtan branch aims to be a "department store you want to stay in." It maximizes various experiential contents and artistic elements that can only be enjoyed offline. Over 100 works by world-renowned artist David Hockney and famous domestic and international artists can be found throughout the department store. For the first time in a department store, an audio docent service is provided, introducing artworks with the voice of actor Lee Dong-hwi.

The cultural center Lifestyle Lab, located in the basement level 2 complex cultural space "Be Slow," is also the largest in the country, covering 2,680㎡. It features differentiated spaces such as the first-ever studio introduced in a cultural center: Sound & Recording Studio, Cinema Studio, and Kids Creative Studio. A community lounge that can be used according to purpose has also been created.

Customers are admiring David Hockney's artwork on the first floor of Lotte Department Store Dongtan.

◆Differentiated Luxury Stores= On the first floor, Dongtan branch showcases numerous luxury brands in overseas fashion, including Saint Laurent, Fendi, Loewe, Balenciaga, Maison Margiela, and Valentino. It features differentiated stores such as Moncler, the first family-type full-category store in Korea, Saint Laurent with full categories for men and women, Tom Ford, which is entering the Gyeonggi area for the first time, and Dolce & Gabbana.

There is also a variety of kids' content to captivate Dongtan moms. The kids-specialized cafe "Champion The Energizer," the new-concept baby food cafe "Yamimil Town," and the kids' beauty brand "DL Friends" are among the carefully curated offerings in the infant and children's specialty section.

About 27.7% of Dongtan branch's total sales area is dedicated to food and beverage. It houses over 100 food and beverage brands, including "Korean Table," featuring menus developed with Chef Jo Hee-sook, who was selected as Asia's top female chef in 2020, and "Schedule Cheongdam," a hot place in Cheongdam-dong. Special stores exclusive to Dongtan include Taiwan's "Veggie Creek," "Element by Angel-in-us," created in collaboration with a space designer and Angel-in-us, and "Kwang Seafood," one of Thailand's top three seafood specialty restaurants.

◆Quiet Opening Amid COVID-19= Lotte Department Store will quietly open the new store on the official opening day, the 20th, without any special events. Since Dongtan branch opens under the social distancing level 4 situation, cutting-edge technology has been fully deployed for quarantine. Technologies introduced include the "AIR Pure Gate" installed at main entrances, "Thermal Imaging Artificial Intelligence (AI)" that simultaneously measures body temperature without disturbing visitors' movement, and "Proximity Recognition Elevator Buttons" that can be pressed just by bringing a finger close.

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