"Lotte Department Store Targets MZ Generation with Bookstore, Gallery, and Cafe in Main Space"

Exterior view of 'Tailored Home' at Lotte Department Store Konkuk University Star City branch.

Lotte Department Store recently opened a unique store targeting the MZ generation (Millennials + Generation Z) in the main spaces of its Ilsan and Konkuk Star City branches, following the opening of 'Haphwa Branch' on the first floor of Yeongdeungpo Branch at the end of last year.

Lotte Department Store recently opened 'Darakbyeoljang,' a complex cultural space with a sales area of 817㎡ (approximately 247 pyeong), on the first floor main area of the Ilsan Branch. This space houses 'Hanyang Bookstore,' an independent bookstore representing the Ilsan area, and 'Art Muse,' a premium gallery famous in Daechi-dong, Seoul. A separate 'community space' was also created where customers can relax and communicate.

Hanyang Bookstore offers reading content selected by professional book curators and provides various cultural benefits such as 'meetings with authors.' At Art Muse, visitors can experience paintings, sculptures, and officially collaborated products with original artists by famous domestic and international creators. The 'Banyan Tree' aroma specialty store, the first to open in the distribution industry, and the brunch cafe 'ZenZen Square,' famous for its souffle pancakes, have also opened.

The 'Tailored Home,' a curated living complex store on the second floor of Konkuk Star City Branch, is also popular as a unique store. Under the concept of 'Living Differently in the Same Apartment,' it introduces about 20 premium living brands including imported furniture, lighting, and audio. It features the largest 'Imported Lighting Zone' (132㎡) in the Gangbuk area, showcasing a total of 10 premium lighting brands such as Louis Poulsen, Herman Miller, and Nemo.

The interior brands have also been strengthened. 'Kkosina,' a house interior specialist brand with over 20 years of experience, and the plant interior brand 'Sik.Gi.Nan.Ge (Too Lazy to Grow Plants)' have entered the department store for the first time. A cafe called 'Slow Bakery,' featuring lighting interiors reminiscent of a flower garden, is also introduced.

Kim Daesu, Head of Lotte Department Store Metropolitan Area Region 1, said, "We spared no effort and made repeated visits to discover and bring in new brands that are difficult to find in existing department stores. We hope each space will be reborn as a landmark representing each region beyond simple sales."