The Lotte department store in Jamsil, Seoul opened in 1988, the year that the city hosted the Olympic Games. Lotte asked our team to transform the 140,000-sq. ft. basement food hall into a modern, dynamic and future-proof retail space. Our work has been so successful that it has generated 40% additional revenue like-for-like.
Our work needed to push creative boundaries while respecting Lotte’s brand heritage and boost profits. Above all, we were mindful that the store had remained unchanged since it first opened more than 20 years ago.
Alongside the 3D work, we created the new graphic identity and brand for the food hall, which was then applied to all collateral.
We have developed a ‘Lotte Food Avenue’ concept to help Korean food lovers explore different culinary worlds.
Our design showcases three distinct culinary zones, creating clean, contemporary branding and a crisp wayfinding system to enable customers to navigate the new space with ease.
The three zones are: blue: authentic, green: heritage, orange: exotic.
We combined traditional retail with exciting new food concepts and demonstration areas to introduce a dynamic atmosphere and sense of theatre.
“The design is both refreshing and contemporary and is successfully driving sales (40% LFL uplift). A commercially successful rebrand and transformation.”
– The Lotte instore and design teams