Lotte Dongtang

Create a destination shopping experience that feels uniquely Lotte. Each floor needs to be distinctly, different, rich in character and depth of experience, yet all united in their aim to offer a customer-first experience. 3F - Women’s Contemporary 4F - Family (Mens & Children’s) 5F - Sports.

The starting point was a deep understanding of Lotte’s customer base, forming the basis of a tailored retail strategy for each floor. The perfect balance of retail, entertainment and services emerged, transforming traditional departments into immersive, experience-led destinations.

Storytelling design at its finest, with each floor creating a memorable and distinct shopping experience. The flowing shapes and forms of the women’s department, inspired by the fluidity of the natural world, transitions into a lush outdoor terrace, where hidden sculptures and sanctuaries invite a moment of pause. A children’s department takes shoppers on a whimsical journey through folklore and curiosities, designed to ignite imagination and make shopping an adventure. A sports department with a unexpected nod to the past where the grandeur of ancient Olympic amphitheaters is reimagined in a contemporary, high-energy setting. Credits: Video content by Lotte.