Major Brand Store Area Expanded Up to 6 Times
Creation of Sneaker Specialty Zone and Popup-Only Space
Lotte Department Store announced on the 18th that its Seoul Sogong-dong Main Store will unveil the largest sports and leisure hall in the Gangbuk commercial district through a renewal. The renewed sports and leisure hall occupies about half of the 7th floor of the main building, and including the connected AvenueL 6th floor 'Nike Rise' store, the total operating area reaches 2,770㎡ (approximately 840 pyeong).
The sports and leisure hall creates a futuristic atmosphere using metallic materials, glass blocks, large LCD screens, and RGB lighting. Notably, it is the first department store in Korea to apply RGB lighting along customer pathways. The RGB lighting colors will change according to time, season, and special occasions such as Christmas. From noon on the renewal opening day, blue lighting reminiscent of the sea will be used to evoke a summer atmosphere.
A newly renovated 'Sports & Leisure Hall' on the 7th floor of Lotte Department Store Main Branch. [Photo by Lotte Department Store]
The store has expanded both its area and product categories. In the case of the New Balance store, the area has been increased sixfold compared to the previous shoe-only store, gathering shoes and apparel products in one place and creating a dedicated space for global limited edition products. Adidas has expanded its lifestyle product line and newly opened as the first department store in Korea with a specialized 'Adidas Originals' beacon store. Additionally, 'Arc'teryx' doubled its store area and introduced premium lines such as 'Veilance'.
A large quantity of popular products has been secured to meet the demand of brand enthusiasts. 'Snow Peak' exclusively sells some imported camping gear not available in other domestic department stores, and 'Descente' simultaneously showcases all products from its premium 'Dualis' line and essential 'Tough' line. Also, hard-to-find items online such as New Balance's '990' and '991', Descente's 'Mizusawa', Arc'teryx's 'Heliad Backpack' and 'Beta LT Jacket' will be sold in the largest scale by the distributor.
The sports and leisure hall also features a sneaker specialty zone and a dedicated pop-up space. The sneaker specialty zone centers around 'SOW', a running and performance shoe specialty store, with 'Converse', 'Skechers', and 'Dr. Martens' joining, expected to create synergy with nearby shoe stores like 'Vans' and 'Crocs'. The pop-up space will host a 'Football Standard' pop-up event until next month, selling various goods themed around prestigious European professional football clubs such as 'Tottenham', 'Arsenal', and 'Man City'.
To commemorate the renewal of the sports and leisure hall, Lotte Department Store is running a promotion until the 31st, offering up to 10% of the purchase amount in gift certificates. Additionally, various benefits such as discounts and gifts will be provided depending on the brand.
A newly renovated 'Sports & Leisure Hall' on the 7th floor of Lotte Department Store Main Branch. [Photo by Lotte Department Store]
The Lotte Department Store Sogong-dong Main Store has been undergoing phased renewals since 2021, starting with the men's overseas fashion hall. This is the largest renewal since its opening in 1979. The effects of the renewal are already evident, with annual sales surpassing 2 trillion won last year. Lotte Department Store plans to newly renew and unveil the main building's kids hall and the luxury AvenueL hall in the future.
Kim Jong-hwan, head of the Lotte Department Store Main Store, said, "Following the opening of Korea's first 'Nike Rise' store on the 6th floor of AvenueL in August 2020, the main store will become the largest sports sanctuary in the Gangbuk commercial district through this renewal. We plan to successfully carry out the phased renewal currently underway."
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