Lotte Department Store Opens Tennis Court in Jamsil to Attract MZ Generation

Tennis brand Wilson.

[Asia Economy Reporter Jeon Jinyoung] Lotte Department Store is opening an experiential tennis pop-up store called 'The Court' at Jamsil World Mall.

According to Lotte Department Store on the 23rd, from the 24th of this month to the 3rd of next month, a tennis pop-up called The Court will be held at the Atrium Plaza on the 1st floor of Jamsil Lotte World Mall. It will showcase tennis equipment, apparel, and accessories from global top brands including Wilson, the leading global tennis racket brand, as well as Nike, Babolat, Yonex, and others. Tennis, along with golf, is a sport gaining attention from the MZ generation (Millennials + Generation Z). Accordingly, Lotte Department Store is launching a large-scale pop-up event themed around tennis, which is emerging as a new leisure sport comparable to golf among the MZ generation.

As the name The Court suggests, great care was taken in designing the space. The event space at the Atrium Plaza on the 1st floor of Jamsil World Mall is designed with a tennis court concept and is 357㎡ (approximately 108 pyeong), 1.4 times larger than an actual tennis court, making it the largest tennis pop-up held in Korea. To commemorate the Wimbledon Open, the world's largest tennis tournament held in the UK starting on the 27th, the space is decorated using Wimbledon’s signature colors of green, purple, and white. Given the vibrant colors of the pop-up venue, it is expected to become a popular SNS photo spot among the MZ generation. The entire pop-up space is divided into a retail store, event space, service area, and customer lounge to provide special content for all customers who enjoy or are interested in tennis.

In the store section, carefully selected popular items and apparel from famous tennis brands will be showcased. Especially, limited quantities of special edition versions of Wilson’s Blade and Clash models, as well as the Roland Garros edition, which are favored by tennis enthusiasts and fans, will be available. Additionally, various fashion items to create tennis looks will be offered. Alongside tennis shoes, apparel, and accessories from global brands Nike and Adidas, casual t-shirts, pants, and skirts from brands gaining attention as tennis fashion, such as ‘Tennis Boy Club’ and ‘Ape the Great,’ will also be available. Furthermore, ‘No More Bagel Score,’ known for tennis-themed artwork, will participate by exhibiting and selling artwork, goods, and accessories, presenting a differentiated concept.

There will also be abundant themed experiential content to enjoy tennis in various ways. In particular, a mini tennis court will be operated to spark interest among those new to tennis. Visitors can enjoy speed games using a ball machine, and prizes will be awarded based on performance. Additionally, customers purchasing tennis rackets will be offered string printing services, and a photo kiosk will be installed in the service zone to hold a photo printing event.

Meanwhile, during the pop-up event period, five stores nationwide including the main store, Busan, and Incheon will hold capsule pop-up events themed around tennis with participation from Lacoste Sports, Fila, Diadora, and others, continuing the tennis mood until early July.

Kang Woojin, head of the sports division, said, “Tennis is a global sport with a fandom of 100 million people worldwide and is recently gaining popularity as a leisure sport among the MZ generation. This event covers apparel, equipment, and F&B to accommodate everyone from tennis beginners to experts, and we hope it will be an event where anyone interested in tennis can experience and enjoy the sport.”