Street Mall + Department Store ... Large Garden Created Outside
Nation's Largest Cultural Center Reflecting Residents' Survey Results
[Asia Economy Reporter Jo In-kyung] Lotte Department Store is opening a new store in Dongtan New Town, Hwaseong City, Gyeonggi Province, for the first time in seven years. This is the first time Lotte Department Store is opening a store in a new town instead of an existing commercial district, which is interpreted as an intention to aggressively expand its commercial area and secure differentiated competitiveness in offline retail business.
"Lotte's Future-Oriented Signature Department Store"
Jung Hoo-sik, General Manager (Executive Director, pictured) of Lotte Department Store Dongtan, said in an interview with Asia Economy on the 19th, "Customers no longer see department stores merely as shopping spaces due to their elevated awareness and consumption patterns," adding, "This will be Lotte's future-oriented signature store that can satisfy the premium lifestyle and cultural demands of Dongtan citizens." He explained that it will be created as a 'Stayplex (Stay+Complex),' a complex space where customers can enjoy leisure and stay, rather than just a space for simple shopping.
Lotte Department Store conducted surveys with about 600 local residents living in Dongtan New Town and frequently held focus group interviews (FGI) to understand the needs of prospective customers, reflecting these in the store’s internal design. General Manager Jung said, "Many customers actively expressed their opinions about the Dongtan store, including the Dongtan area mom cafes (online communities), which are said to be the most actively operated nationwide," adding, "With large-scale residential facilities, business districts, and medical facilities already established in Dongtan, the addition of a department store will mark the crowning achievement of a self-sufficient city."
"Half of the Sales Space is Experience Space"
The Dongtan store has introduced famous overseas luxury brands in the outdoor street mall connected to the first floor of the department store and created a large garden on the third floor exterior to maximize openness. Inside the department store, the ceiling height was raised, and large skylights were installed to allow sunlight to enter from the ceiling.
More than half of the sales space is filled with food and beverage (F&B), living, and experiential content instead of product displays. It is also notable that Starbucks Reserve and Shake Shack Burger were the first to open their signs. General Manager Jung said, "In the past, there would have been strong internal opposition to competitors entering, but to meet consumer expectations, we decided to boldly introduce competitor brands."
Since it is opening after COVID-19, thorough quarantine measures have been implemented. An air shower at the entrance prevents virus inflow, and the ceiling’s automated system checks customers’ body temperature and mask-wearing status the moment they step onto the escalator. Elevators operate by sensors that detect when a finger is near the button without needing to press it.
"A Space Embodying Lotte's Values and Vision"
A complex cultural space for women and children will also be provided. It will include the largest cultural center (about 810 pyeong) among all department stores nationwide, a brunch cafe, a children's English education institution, a psychological counseling center, and a community lounge (130 pyeong) freely available to customers. This is intended to secure the competitiveness unique to offline department stores by allowing customers with similar tastes or interests to interact, attend lectures together, or enjoy shopping.
Throughout the store, the latest media art, various sculptures, and art decorations are exhibited, allowing customers to begin a journey of extraordinary (new) experiences the moment they enter the department store. Visitors can appreciate large photographic drawing works by David Hockney and 'Petatok (Man Carrying an Elephant)' by contemporary artist Fabian Merel up close.
Lotte Department Store plans to use the Dongtan store as an opportunity to prove the charm and potential of offline stores amid the changing retail paradigm due to e-commerce. General Manager Jung said, "We considered a space that goes beyond a stylish and new department store to well embody Lotte Department Store’s values and vision," adding, "We will target the southern Gyeonggi market with 10 million people."
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