Lotte Department Store is set to install a massive media facade on the exterior of Young Plaza in Myeongdong, Seoul. This initiative aims to transform the flagship store into an urban landmark that combines shopping, tourism, and content, as foreign sales have surged to 30% of total revenue.
Following Shinsegae Department Store's announcement of its own large media facade, 'Shinsegae Square,' scheduled for 2024, competition among department stores in the Myeongdong area is expected to intensify.
On July 30, Lotte Department Store revealed plans for 'Lotte Town Light,' which will be unveiled in December. The facade will measure 77 meters wide and 21 meters high, covering an area of 1,614 square meters, nearly the size of four basketball courts, and will feature high-performance LED panels capable of displaying 4K video.
This installation will surpass the 1,292.3 square meters of Shinsegae Square, which will open in November 2024 and will showcase Christmas videos as well as K-culture and media art content year-round.
Lotte Town Light will serve as an 'urban entertainment screen,' showcasing seasonal campaigns, events, and cultural, artistic, and entertainment content. The company has enhanced daytime visibility and viewing angles so that the screen can be seen from up to 1 kilometer away.
In November, Lotte Department Store will first release a teaser video based on Goethe's novel 'The Sorrows of Young Werther.' Once officially operational in December, it will also be used to enhance the Christmas display connecting the main building, Avenue L, and Young Plaza.
The basement area will also undergo changes. Starting in August, Lotte Department Store will renovate the 'Cosmo Energy Plaza' on the first basement level. This space, created with the opening of the new building in 1988, serves as a key passage connecting the Euljiro-1-ga subway station and the flagship store.
The 840-square-meter plaza, which sees an average of about 20,000 visitors daily, will feature symbolic sculptures showcasing the history of Lotte Town Myeongdong and new content related to Seoul. The renovated space is expected to be revealed by the end of this year.
The motivation behind Lotte Department Store's spatial innovation is the rapidly increasing number of foreign customers. In the first half of this year, foreign sales at the flagship store rose by 140% compared to the same period last year, accounting for 30% of total sales.
Jung Hyun-seok, CEO of Lotte Department Store, stated, "Lotte Town Myeongdong will continue to expand differentiated spatial innovations and content, including the media facade, to become the top shopping and tourism landmark in the country that both domestic and international customers prioritize visiting."
* This article has been translated by AI.
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