Ilsan Lotte Department Store Complex Cultural Space Sees 38% Increase in 'MZ Generation Sales' After Opening

Customers are exploring 'Darakbyeoljang,' the complex cultural space on the first floor of Lotte Department Store Ilsan branch.

Introducing Unique Stores Such as Yeongdeungpo Branch's 'Hip Store' and Konkuk University Star City Branch's 'Tailored Home'

[Asia Economy Reporter Kim Yuri] Since Lotte Department Store Ilsan Branch opened the complex cultural space 'Daragbyeoljang (多樂別장)' last month, it has emerged as a new 'hot place' in the Ilsan area, captivating the MZ generation (Millennials + Generation Z).

According to Lotte Department Store on the 13th, after opening 'Daragbyeoljang,' a complex cultural space with a sales area of 817㎡ (approximately 247 pyeong) on the first floor main space on the 30th of last month, the MZ generation sales at the Ilsan branch grew by 38% until the 11th.

Over the past three years, the MZ generation's sales composition ratio at the Ilsan branch has decreased by an average of 2 percentage points annually, recording 18% in the 10% range for the first time last year. To attract the MZ generation, the Ilsan branch fully renovated the Young Sports Hall, led by the largest 'Nike Megashop' in the Ilsan area, in March. Since April, it has also been conducting relay pop-up events featuring eco-friendly brands favored by the MZ generation, along with an 'Eco Campaign.'

Opened last month, 'Daragbyeoljang' is conceptualized as a complex cultural space where customers can stay longer and enjoy various pleasures. The interior uses toned-down colors and lower ceiling heights compared to surrounding stores to express the cozy atmosphere unique to an 'attic room.' A separate 'community space' was created where customers can comfortably rest and communicate, and the tenant brands were filled with 'experiential content' that customers can directly experience and feel.

In particular, 'Hanyang Bookstore,' an independent bookstore representing the Ilsan area with 110,000 members, and 'Art Muse,' a premium gallery famous in Daechi-dong, Seoul, have opened branches. 'Hanyang Bookstore' goes beyond simple book sales by proposing reading content selected by professional book curators and offering various cultural benefits such as 'meetings with authors.' At 'Art Muse,' visitors can encounter paintings, sculptures, and officially collaborated products with original artists by famous domestic and international artists.

The 'Banyan Tree' aroma specialty store, the first of its kind in the global distribution industry, and the brunch cafe 'ZenZen Square,' famous for souffl? pancakes, have nearly half of their customers from the MZ generation. 'Banyan Tree' showcases aroma oils and diffusers used at the world-renowned luxury hotel 'Banyan Tree Hotel & Spa,' attracting popularity across all age groups. 'ZenZen Square' is a store opened by 'ZenZen,' a famous dessert spot in Jamsil's 'Songridan-gil,' adding a season-limited menu exclusive to the Ilsan branch to its existing menu.

Meanwhile, Lotte Department Store is also introducing various unique stores targeting the MZ generation on major floors of each branch. The 'Hip Store,' opened on the first floor of Yeongdeungpo Branch in December last year, houses Korea's first limited-edition sneaker exchange 'Out of Stock' and the cafe 'GET THAT SHOT.' The curated living complex 'Tailored Home,' recently opened at Konkuk University Star City Branch, is located on the second floor, which has the highest foot traffic, connected to Star City Mall.

Shin Ji-won, head of Lotte Department Store Ilsan Branch, said, "We have devoted great effort to attracting new content that will transform the Ilsan branch," adding, "We hope 'Daragbyeoljang' will evolve into a representative local complex cultural space where customers can stay longer and enjoy themselves beyond a simple shopping space."

Lotte Department Store Konkuk University Star City Branch Curation Living Complex 'Tailored Home'.

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