Lotte Department Store, Incheon Branch Premium Beauty Hall Renovated... Renewal 'Benchmark'

Incheon Branch Renovated Considering High Beauty Sales
Largest Scale in Incheon and Gyeonggi Area... Future-Oriented Beauty Hall
Customized 'Beauty Curation' Offered in 5 Sections
Future Renewals to Feature Premium Specialized Spaces

Lotte Department Store Incheon Branch will unveil the largest 'Premium Beauty Hall' in the Incheon and Gyeonggi area on the 20th. Lotte Department Store cited the fact that the Incheon branch has the highest beauty sales among metropolitan area stores as the reason for upgrading and renovating the beauty hall into a premium space. Lotte Department Store’s blueprint is to create specialized spaces tailored to each commercial district based on premium concepts in future renovations of strategically located key stores.

Lotte Department Store Incheon Branch has renovated and unveiled the largest 'Premium Beauty Hall' in the Incheon-Gyeonggi area on the basement first floor.
[Photo by Lotte Department Store]

A scale never seen before... infused with premium

The newly renovated Incheon branch beauty hall is located on the basement first floor and houses 51 stores. The area alone is 3,967㎡ (approximately 1,200 pyeong), a scale never seen before in the Incheon and Gyeonggi area. Lotte Department Store described it as "an unparalleled space that combines spatial concept, store composition, and customer experience," adding, "It is a futuristic beauty hall that took about a year of time and effort from brand selection to space design and completion."

The Incheon branch beauty hall is the first to apply the spatial concept called 'Garden of Seasons.' It reflects the changing appearance of a garden through the seasons in its interior elements, using various high-quality materials on floor tiles, pillars, and more. The unit area per store increased by 30%, and the circulation path expanded from the previous 2 meters to a maximum of 4 meters. A Lotte Department Store official said, "Each store maintains its unique personality while creating a consistent atmosphere, offering an overwhelming premium experience," and added, "While securing product diversity, the comfort of shopping has also been greatly enhanced."

The Incheon branch beauty hall is divided into five sections, each providing customized 'beauty curation' by block. Additionally, it plans to offer differentiated services by establishing its own premium beauty platform. In particular, a beauty lounge space has been created where premium beauty classes are held in classrooms to teach skin care methods to VIP customers. Furthermore, a separate skincare room within the beauty lounge has been prepared, and a total of seven skincare rooms within the beauty hall will provide private care services.

Incheon Branch as the 'Sanctuary of Beauty'... What about other renovated stores?

This beauty hall renovation is the second large-scale remodeling following the premium food hall 'Food Avenue' in December last year. Lotte Department Store expects the Incheon branch to take another leap forward as a 'beauty mecca' with this renovation. The reason Lotte Department Store launched such a large premium beauty hall in Incheon is that the Incheon branch had the highest beauty sales per customer among metropolitan area stores. A Lotte Department Store official said, "The beauty sales at the Incheon branch rank within the top 5 among all stores nationwide," and added, "The proportion of customers purchasing cosmetics is more than 5% higher than the average across all stores."

Seo Yong-seok, head of Lotte Department Store Incheon branch, said, "I am confident that through this beauty hall renovation, the Incheon branch will become a 'sanctuary of beauty' representing not only the metropolitan area but the entire country," and added, "We will successfully complete the remaining renovations and strengthen our position as a department store that leads trends ahead of customer needs." The Incheon branch is also preparing additional renovations for product categories such as sports and living in the second half of this year.

This Incheon branch beauty hall is expected to serve as a gauge for Lotte Department Store’s future renovation direction. Currently, Lotte Department Store has embarked on large-scale renovations at eight key stores, including the Seoul Main Store, Gangnam Branch, Jamsil Branch, Gyeonggi Suwon Branch, Dongtan Branch, Busan Seomyeon Main Store, and Gwangbok Branch, in addition to the Incheon branch. Among these, most renovations at the Main Store and Suwon Branch have been completed, but for the remaining five stores, the plan is to introduce premium specialized spaces based on sales performance, similar to the Incheon branch beauty hall. A Lotte Department Store official said, "We are continuously expanding the premium segment," and added, "We will continue to present specialized spaces tailored to the commercial districts of each store based on premium concepts."

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