Lotte Wellfood Opens Natuur Pop-up 'Secret Garden'

Operating in Seongsu-dong from June 3 to July 2
Embodying the brand identity of 'Leisure and Relaxation in Life'

Lotte Wellfood (formerly Lotte Confectionery) announced on the 1st that it will open a popup store called 'Secret Garden' for Naturoo in Seongsu-dong, Seoul, from the 3rd of this month to the 2nd of next month, ahead of the summer peak season. Through this popup store operation, the strategy is to expand the interest and touchpoints of the Naturoo brand among the main consumer base, the younger generation.

Secret Garden is a premium ice dessert concept store themed around the Naturoo brand, offering gourmet food and relaxation in everyday life. 'Secret Garden' is designed with various programs to allow consumers to experience the value Naturoo pursues: 'leisure and relaxation in life.' In addition, it presents unique desserts, ice cream menus, and beverages developed using Naturoo products in collaboration with Chef Kim Eun-hee of The Green Table.

This popup store consists of two floors, each offering different programs. The 'Naturoo Zone,' where visitors can experience the overall Naturoo brand, and the ice dessert bar space called 'Public Bar' are located on the first floor, while the 'Art Table,' a media art and fine dining space inspired by the Naturoo brand, is on the second floor.

The 'Naturoo Zone' is divided into a storytelling space introducing the Naturoo brand and a refresh space themed around healing. Visitors can also purchase stylish Naturoo goods and participate in on-site events, providing a multifaceted brand experience.

The 'Public Bar' is a space with an ice dessert and sampler bar concept, where visitors can enjoy a variety of ice desserts based on the chef's recipes. At the ice dessert bar, special menus exclusive to this location, as well as various ice desserts and beverages, are available. The Naturoo sampler is composed of six types of ice cream, operated in two different types to allow visitors to experience a variety of Naturoo ice creams.

At the 'Art Table,' visitors can enjoy fine dining accompanied by media art that artistically reinterprets the Naturoo brand values. The 'Art Table' changes media art and music according to the order of the menu, creating a mysterious atmosphere distinct from conventional media art. Fine dining using Naturoo products with a theme of nature-inspired ingredients is available by advance reservation through Catch Table and is operated in two lunch sessions per day and one dinner session per day.