Myeongdong Transforms into Urban Museum as Lotte Department Store Hosts Art Festa

Urban Heat Theme: Creating a 'Museum in the City'
Artists Including Brolga and Ju Jaebeom Participate
Over 40 Artworks on Display

On April 29, Lotte Department Store announced that it will hold the 'LTM ART FESTA (Lotte Town Myeongdong Art Festa)' under the theme of 'Urban Heat' for 30 days, from the 30th to the 29th of next month, in the Myeongdong area of Seoul.

Lotte Department Store plans to fill the Lotte Town Myeongdong area, stretching from Euljiro 1(il)-ga Station to the Lotte Hotel Seoul Plaza and the main branch of Lotte Department Store, with a variety of attractions such as art exhibitions, art gift stations, food and beverage (F&B) offerings, and experiential content. Several affiliates, including the hotel, duty-free shop, and Fujifilm Korea, will also participate.

Lotte Department Store will hold the 'LTM ART FESTA' in the Myeongdong area of Seoul from the 30th to the 29th of next month. (Photo by Lotte Department Store)

At the LTM ART FESTA, visitors can experience a wide range of artworks by domestic and international artists, in line with the concept of a museum in the city. First, the 'Steezy' character, specially designed for the LTM ART FESTA by Brolga, an Australian artist known for his vivid reinterpretations of cityscapes from around the world, will greet visitors throughout Lotte Town Myeongdong. During the festival, various forms of Steezy can be found throughout the area.

At the entire AvenueL building and on floors 1 to 4 of the main branch, an exhibition will highlight cityscapes and the hidden emotions of urban dwellers. To visualize the heat of the city, Lotte Department Store has selected Ju Jaebeom, a well-known pixel artist, as the main artist and has transformed the entire AvenueL building into a gallery. In particular, on the first floor of AvenueL, Ju Jaebeom's newly created work?featuring the image of Namsan Tower in Myeongdong and the night view of Seoul?will be exhibited for the first time.

In celebration of Family Month in May, a gift station will also operate. From the 30th to the 17th of next month, the lifestyle curation brand 'SISIHOSI' will participate on the first floor of the main branch, offering LTM limited goods as well as gifting items such as T-shirts, tumblers, and keyrings. In addition, until the 15th of next month, an F&B gift pop-up store will be held on the basement first floor of the main branch, featuring collaborative items for the art festival from ice cream brand 'Gelateria Dodo', yakgwa brand 'Golden Piece', and Korean dessert brand 'Gachi Seoul'.

Also, from the 30th to the 11th of next month, a stamp tour will be held, allowing visitors to comprehensively experience the exhibitions and the art festival.

Jang Hyebin, head of the Signature Event Team at Lotte Department Store, said, "We have planned an art festival that can be enjoyed not only by the main customer base of the Myeongdong commercial district but also by MZ generation customers who enjoy art and exhibitions," adding, "We plan to continue introducing signature events that can only be experienced at Lotte Department Store in the future."