Lotte Department Store said on the 30th that it will install a large media facade, "Lotte Town Light," on the exterior wall of the Young Plaza at the Myeong-dong main store in Seoul and renovate the Cosmoenergy Plaza on basement level one. With foreign shoppers now accounting for as much as 30% of sales, the strategy is to transform the main store from a department store focused on domestic customers into a leading shopping and tourism landmark representing Seoul.
Lotte Town Light will span 77 meters in width and 21 meters in height (1,614 square meters), the size of four basketball courts. It is the largest facade in the Myeong-dong commercial district. Considering Myeong-dong's high foot traffic, it was designed so content can be seen clearly from up to 1 kilometer away. The plan is to present vivid digital content to domestic and international tourists visiting Myeong-dong.
Lotte Town Myeong-dong showcases large-scale Christmas productions each year at the end of the year using the exteriors of the main building, Avenuel, and Young Plaza. Starting this year, it will use Lotte Town Light to create year-end visual content.
In November, it will release a teaser video inspired by Goethe's novel "The Sorrows of Young Werther," and in December it will officially open Lotte Town Light.
Starting in August, Lotte Department Store will also ramp up renovation work on the Cosmoenergy Plaza on basement level one of the main store. Cosmoenergy Plaza is a space in which the dome-shaped glass ceiling and the stainless-steel sculpture "COSMOENERGY" installed outside the main store are connected as one. The piece was created by Professor Jeong Gwan-mo, regarded as a master in Korea's environmental sculpture field.
Lotte Department Store plans to reconfigure the central plaza as a space that showcases both Seoul's appeal and Lotte Town Myeong-dong's identity. The aim is to create a differentiated place where foreign tourists can experience not only shopping but also culture and content.
Jeong Hyeon-seok, CEO of Lotte Department Store, said, "Lotte Department Store is creating a new customer experience where shopping, culture, and content come together based on its heritage," and added, "We will continue to expand differentiated spatial innovation and content to elevate it one step further into Korea's top shopping and tourism landmark that domestic and international customers seek out first."