"Christmas Comes to Sogong-dong"... Lotte Department Store Lighting Ceremony on the 3rd of Next Month

Lotte Department Store announced on the 31st that it will light up the 2023 Christmas theme with the concept of "Hope" on the 3rd of next month.

This year’s theme carries the meaning that wishes kept in letters will come true. Starting from November 3rd at five locations including the Main Store, Jamsil, Incheon, Dongtan, and Busan Main Store, the Christmas theme will be sequentially applied and expanded to stores nationwide. The fairy-tale atmosphere that was well-received last year has been carried on, and the “story, space, and content” linked with visuals have been further strengthened to enhance empathy.

The first place to showcase the theme is Sogong Avenue, known as the “No. 1 shopping street in Myeongdong.” It is about 100 meters from the Main Store of Sogong Avenue, starting in front of Euljiro 1(il)-ga Station. The official lighting will take place at sunset (5:30 PM) on the 3rd and will remain lit until 10:30 PM. At the main entrance of the Main Building, a vintage “Letter House” image will be created, and starting with a 15-meter-high “Giant Tree” in front of Euljiro Entrance, structures resembling different European “Christmas shops” three stories high will be installed along the Main Store’s outer wall.

Through the “large media facade” installed on the outer wall of the Main Store’s Young Plaza, a Christmas-themed “animation” will also be screened. From lighting time after sunset until 10:30 PM, about a 2-minute video will be projected upwards. For this, they collaborated with the famous novelist Jeong Seraeng. Working with Jeong Seraeng, they completed a dreamlike story about a young child named “Haeah” who accidentally visits the secret “Letter House (letter shop)” and meets Christmas fairies called “Ttonttu” who deliver letters. The illustrations for the story were done by Julia Sarda Portabella, a Spanish artist famous for fairy tale illustrations, enhancing the quality.

There is also abundant content to enjoy centered around letters. Inside the Main Store’s Main Building on the first floor, a “Post Office” will be operated. It is decorated as a photo zone, recreating a vintage European post office. From the 17th to the 19th of next month, a “calligraphy service” will be provided. On the 24th, in collaboration with the letter accessory specialty brand “Geulwol,” letter paper sales and letter sending services will also be offered.

At the Jamsil Store, the Christmas-themed lights will be turned on starting from the 10th. A large media facade covering 600㎡ will be installed to screen Christmas animations, and 10,000 LEDs will be used to create a warm Christmas atmosphere. From the 24th, a “giant Christmas market” will be presented. A transparent “Glass House” will be installed on the arena lawn plaza in front of World Mall, selling various Christmas goods, wine, bakery items, and more.

Jeong Eui-jeong, Head of Visual Division, said, “Through this year’s Christmas theme, enriched not only with visuals but also with the story by writer Jeong Seraeng, we hope everyone can take out and look at their precious ‘dreams and hopes’ and spend a warm year-end.”