Lotte Department Store Innovates Offline Spaces... Half of Sales Area Dedicated to Experiential Content

Lotte Department Store Dongtan Branch.

Lotte Department Store showcased innovation in offline spaces last year by opening Lotte Department Store Dongtan and Lotte Premium Outlet Time Villas. It is particularly praised for presenting a future model for the retail industry by leveraging the advantages of offline stores to attract customers who are becoming accustomed to e-commerce.

Dongtan, which opened in August last year in the new town of Dongtan, Gyeonggi Province, is a new department store opened by Lotte Department Store after seven years. It features a hybrid structure combining the strengths of department stores and shopping malls. With high ceilings, wide walkways, designs that allow natural lighting, and an outdoor garden called 'The Terrace,' it creates an open and spacious environment. More than half of the sales area is dedicated to experiential content, establishing itself as a complex cultural space where visitors can enjoy leisure activities as well as simple shopping. Emphasizing 'art,' the store displays famous artworks and media art throughout the exterior and various locations, giving the entire building a gallery-like atmosphere, pushing innovation in both hardware and software.

Following the success of Dongtan, Lotte Premium Outlet Time Villas opened in September last year in Uiwang, Gyeonggi Province. Designed with a nature-friendly concept set against the backdrop of Baegun Lake and Barasan Mountain, it has become a hot spot on social media. The name Time Villas is a compound of 'Time' and 'Villas,' meaning 'a space where time also wants to stay.' The store name excludes the local area name and instead emphasizes the space concept itself, striving to create a store different from existing ones. A representative example is 'GLASS VILLE,' which visually connects Barasan Mountain and the lawn plaza, reminiscent of a glass greenhouse. Recently, in collaboration with the startup 'Glow Seoul,' which gained attention through the development of Ikseon-dong in Seoul, 10 glass houses were designed, each housing trendy brands with enhanced experiential elements, offering customers a unique experience.

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