Lotte Duty Free said on the 11th that it fully revamped and reopened "Star Avenue," an experiential cultural space on the first floor of its Myeong-dong main store in Jung-gu, to attract more foreign tourists.
Star Avenue is a space created in 2009 to introduce K-culture to foreign tourists. Before COVID-19, it established itself as a major tourist course, drawing about 2.9 million visitors annually.
After about four months of maintenance, Lotte Duty Free reconfigured it into an immersive exhibition space with a "Starium (STARIUM)" concept that greatly strengthens experiential elements. Starium is a compound of "star (STAR)" and "-ium," which denotes a space, meaning a space with stars.
The new Star Avenue consists of three zones: a high-five zone, a large media wall, and an experience zone.
The high-five zone located on both sides of the Star Avenue entrance is decorated with handprints of Lotte Duty Free models, and a space for taking selfies is also provided.
In the experience zone across the way, content is prepared that allows visitors to enjoy games and video experiences in eight separate sections.
A Lotte Duty Free official said, "We fully renewed Star Avenue to offer a more immersive K-content experience to tourists visiting Myeong-dong," adding, "We plan to roll out differentiated global marketing sequentially this year."