Large Popup Experiment → Securing Official Stores... Lotte Department Store's 'Winning Move'

Verification through popup... Bold attempts even in official stores
Opening of a large-scale experiential store with tennis courts
Noted World on 5th and 6th floors introduced after popup success

Lotte Department Store is expanding its approach of conducting experimental trials in official stores after gauging customer reactions through large-scale pop-up stores in Jamsil. Since the content has been verified through pop-ups, it allows for bold attempts that were previously difficult to try in official stores, creating a virtuous cycle that continuously secures the interest of the trend-sensitive MZ generation (Millennials + Generation Z).

Visitors are flocking to 'The Court,' a large-scale tennis pop-up launched by Lotte Department Store last June at Jamsil Lotte World Mall.
[Photo by Lotte Department Store].

According to the distribution industry on the 9th, Lotte Department Store will grand open an experiential tennis store called 'Tennis Metro' on the 3rd floor of Jamsil Lotte World Mall in Songpa-gu, Seoul, on the 13th. Riding the wave of a rapid increase in tennis players, this is not about acquiring one or two stores, but a tennis select shop where customers can one-stop shop for everything from basic tennis equipment and apparel to luxury brand tennis capsule lines and limited-edition rackets that are hard to find on the market.

The biggest feature is that it is the first in the distribution industry to have an actual tennis court inside the store. Customers can try tennis equipment directly on a tennis court measuring 22 meters wide and 8 meters long, and receive tennis lessons from an on-site coach. Lotte Department Store stated, "We aimed to create a complex cultural space where customers can not only shop but also experience tennis and take lessons," adding, "In the future, we plan to hold launch shows for famous tennis brands and expand events and services utilizing the tennis court in the store, such as renting the court in connection with tennis clubs."

Tennis courts inside the experiential tennis store 'Tennis Metro' at Jamsil Lotte World Mall
[Photo by Lotte Department Store].

The reason Lotte Department Store was able to secure a prime location within World Mall for such an experimental store was thanks to the success of the large-scale tennis pop-up 'The Court,' which was held for 10 days starting June 24 last year. Approximately 200,000 customers visited The Court over ten days. It became a huge topic among tennis enthusiasts, with open runs occurring from the first day of the pop-up to obtain limited-edition rackets such as 'Roland Garros.' Fueled by its popularity, Lotte Department Store's sports sales during that period grew by 25% compared to the same period the previous year.

After acquiring the operating rights of World Mall from Lotte Property & Development in January last year, Lotte Department Store has focused on creating an organic shopping environment connecting Jamsil Branch, AvenueL, and World Mall. In particular, by showcasing large-scale pop-ups occupying significant spaces within World Mall, they attracted customers in their 20s and 30s and preemptively gauged customer reactions to various contents, applying this successful formula to official stores as well. For example, the 'Noted World' flagship store, which opened at the end of March on the 5th and 6th floors of World Mall with about 1,124㎡ (approximately 340 pyeong), also confirmed its potential for success through a large pop-up last year. The pop-up held in World Mall in August last year attracted an average of 100,000 customers daily over two weeks. The expansion of World Mall pop-ups significantly contributed to Lotte Department Store Jamsil Branch recording sales of 2.5982 trillion KRW last year, solidifying its position as the second highest-grossing department store nationwide.

Lotte Department Store plans to continue using experimental pop-ups to gauge customer reactions and, after predicting success, pursue bold attempts in official stores. "Our goal is to discover trend-leading items and make Jamsil recognized as the holy ground of pop-ups among the MZ generation through large-scale pop-ups," they said, adding, "We will expand the approach of applying successful items to official stores to lead trends."