Lotte Hotel & Resort reopened Lotte Hotel Seoul in Sogong-dong, Seoul, rebranded as the high-end "The Grand Lotte Seoul," on the 14th. It is the first brand change in 47 years since its opening in 1979.
"The Grand Lotte" is a top-tier brand one step above the existing Lotte Hotel. Lotte Hotel & Resort renovated guest rooms on floors 7–21 of the Main Tower over 15 months starting in May last year. By expanding room sizes, Main Tower rooms were reduced from 737 to 590. Including the Executive Tower, total rooms decreased by 147, from 1,015 to 868.
In the rooms, work desks were removed and tables suitable for both dining and work were installed. Bathroom space was also expanded. The guest room design was led by French interior designer Pierre-Yves Rochon, who worked on Four Seasons Hotel George V Paris and The St. Regis Rome.
Throughout the hotel, works from the late painter Park Seo-bo's "Ecriture" series and pieces by artist Yu Chung-mok were hung. The lobby and club lounge were infused with a scent inspired by Lotte's "Ghana Chocolate," and staff uniforms reflect design elements drawn from the dongjeong and collar of hanbok.
At the nameplate unveiling held that day were Jeong Ho-seok, CEO of Lotte Hotel & Resort, domestic sales head Shin In-hyup, and The Grand Lotte Seoul general manager Do Kyung-tae.
A Lotte Hotel & Resort official said, "We will offer a differentiated experience by adding Korean aesthetics to the essence of classic luxury."