Department Store Becomes an Art Gallery... Lotte Expands 'Art VM' to Jamsil

Lotte Department Store announced on April 30 that it will expand its in-store exhibition concept, 'Art VM (Visual Merchandising),' to its Jamsil branch.

Art VM is a method that enhances customer experience by placing artworks throughout shopping spaces, and it was first introduced at the main branch in February this year. Since then, it has been credited with attracting more foreign customers and increasing sales.

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From April 29, Lotte Department Store will apply Art VM to its Jamsil branch as well. With a focus on providing a 'premium experience,' the branch has created 'The Crown Stage,' a high-end art exhibition space, on the first to third floors of AvenueL.

Sculptor Kwak Cheol-An is participating in this exhibition, presenting his major works. The artworks are arranged along the main circulation paths of the store so that customers can enjoy them while shopping.

Lotte Department Store plans to tailor its exhibitions to the characteristics of each branch, with the main branch focusing on trend-based displays and the Jamsil branch emphasizing premium exhibitions.

Meanwhile, the main branch is also continuing its new Art VM exhibitions, and in May, it will hold an exhibition with the theme of 'Moments of Happiness.'

Park Ji-Young, Head of Design at Lotte Department Store, stated, "Department stores are evolving beyond simply selling products to become spaces that offer new inspiration and broaden customers' tastes," adding, "'Art VM' is a unique initiative in line with this trend, and we plan to continue presenting a variety of innovative exhibitions to transform the customer experience."

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