[Report] "1 Million Won Artworks Take Over Department Stores" ... Lotte vs. Shinsegae 'Myeongdong Showdown'

Lotte Department Store Hosts 'LTM Art Festa' Across Myeongdong
Shinsegae Department Store Showcases 'Myeongdong Salon' at The Heritage
"Experiential Art... Targeting Visitors in Their 20s and 30s"

The area in front of Exit 7 of Euljiro 1-ga Station on Seoul Subway Line 2, located in Jung-gu, Seoul, has been transformed with vibrant yellow and blue colors. At the main branch of Lotte Department Store, the 'STEEZY' character designed by Australian artist Brolga has been installed as a massive balloon sculpture, with the Steezy character extending to the exterior of the Lotte Young Plaza building.

Brolga is an artist who has collaborated with global companies such as Apple, Nike, and BMW. Through this collaboration with Lotte Department Store, Brolga has newly introduced the 'Steezy' character, which embodies the charm of Seoul and conveys the meaning of 'effortlessly stylish.'

On the first floor of the main building of Lotte Department Store, the 'STEEZY' character designed by Australian artist Brolga is on display. Photo by JaeHyun Park

Since April 30, Lotte Department Store has been hosting the 'LTM (Lotte Town Myeongdong) Art Festa' in the Myeongdong area, where Lotte Hotel, Lotte Duty Free, and Lotte Department Store are located. The event is themed 'DOWNTOWN FEVER' and is designed as an 'urban exhibition hall.' The strategy is to maximize visitor traffic by strengthening offline art experiences.

This event is an extension of the 'Myeongdong Festival,' which Lotte Department Store has co-hosted with the Seoul Metropolitan Government since 2023 to revitalize the Myeongdong commercial district. According to organizers, the 2023 event attracted a total of 400,000 visitors, and 450,000 people participated last year. By creating the largest art street on Myeongdong-gil, it became a must-visit destination for the MZ generation and foreign tourists, gaining significant attention.

On the first floor of the main building of Lotte Department Store's main branch, the artwork "Mono series" by artist Jung Grim is exhibited between the "Dior" and "Tiffany & Co." stores. It expresses everyday furniture using industrial pipes as the main material. Photo by Jae Hyun Park

On May 2, at the main branch of Lotte Department Store, both the Main Building and AvenueL featured artworks by domestic and international artists on each floor under the theme of the city. On floors 1 to 4 of the Main Building, works by young Korean artists were displayed between brand stores. On the first floor, 'Mono series' by artist Jung Grim, which expresses everyday furniture using industrial pipes, was exhibited. On the second floor, 'Slept, Awoke, Slept, Awoke' by artist Yoo Jaeyeon, depicting the scenery of urban fireworks, was on display.

On the third floor, 'Sculpainting LOVE' by artist Kang Minki, which expresses the human inner world through a heart motif, was exhibited. On the fourth floor, visitors could appreciate 'Waiting for That Summer' by artist Choi Yeonjae, capturing scenes of everyday city life.

On the 4th floor of the main building of Lotte Department Store Main Branch, the artwork "Waiting for That Summer" by artist Choi Yeonjae is on display. Photo by JaeHyun Park

On floors 1 to 4 of AvenueL, a solo exhibition by the main artist, pixel artist Joo Jaebeom, was held. In the basement level 1, the works 'Caffein Buddy' and 'The Same Moha' were displayed; on the first floor, 'Pieces of Light_Seoul'; and on the second and third floors, 'Scattered Memories.' Each piece was presented among the brand stores, making it feel like a treasure hunt. Notably, the main exhibition hall for Joo Jaebeom was set up on the fourth floor.

Some of the artworks exhibited at this event are available for purchase by customers. 'Scattered Memories 10' by Joo Jaebeom, displayed at AvenueL, is being sold for 1.2 million won, while 'Sculpainting LOVE (pink)' by Kang Minki, exhibited at the Main Building, is available for 1 million won.

This is "Sculpainting LOVE (pink)" by artist Kang Minki, exhibited on the 3rd floor of the main building of Lotte Department Store. The artwork is being sold for 1 million won. Photo by Park Jaehyun

The most impressive event is the stamp tour, which runs until May 11. By visiting a total of six locations?including the information booth at Lotte Hotel Plaza next to Exit 7 of Euljiro 1-ga Station, booths at Lotte Hotel and Lotte Duty Free, and the Main Building and AvenueL of Lotte Department Store?and collecting stamps at five or more spots, visitors can receive limited-edition LTM Art Festa merchandise. Kang (28), whom we met at one of the stamp spots, said, "I heard about the event through outdoor advertisements and decided to visit. I usually enjoy exhibitions, and it's fun to explore interesting spaces while collecting stamps." The stamp tour takes approximately 30 to 40 minutes.

Choi Inah, head of the Art Content Team at Lotte Department Store, explained, "The purpose of this event is to brand the Myeongdong city center, which holds Lotte's heritage, as Lotte Town. We chose Brolga because we thought an artist who works based on images of cities around the world was a good fit for our concept." She added, "Recently, young customers have shown great interest in exhibitions, and since this event targets people in their 20s and 30s, we expect even more visitors during the holiday period."

Stamp zones placed throughout the 'LTM Art Festa' venue. You can complete the 'Steeji' drawing by stamping. Photo by Jae Hyun Park

Lotte and Shinsegae Compete in 'Art Marketing' Across Myeongdong

Recently, Lotte Department Store and Shinsegae Department Store have been fiercely competing in 'art marketing' throughout the Myeongdong area.

Shinsegae Department Store is holding the exhibition 'Myeongdong Salon: The Heritage' at the Heritage Museum on the 4th floor of The Heritage at its main branch until the end of this month. This is the first exhibition since The Heritage opened on April 9. The exhibition features works by Korea's first-generation photographers, capturing the Myeongdong area in the 1950s and 1960s, including scenes of the Shinsegae Department Store main branch, the former Cheil Bank building, and Sogong-dong, Seoul.

Previously, in 2015, Shinsegae acquired The Heritage building and has since been working to develop a shopping district in the Namdaemun and Myeongdong areas, aiming to establish a landmark in northern Seoul. As part of this effort, on April 9, Shinsegae Department Store opened 'The Heritage,' a luxury boutique hall, after renovating the former Cheil Bank main branch building in Jung-gu, Seoul. To coincide with the opening of The Heritage, Shinsegae Department Store renamed its main building, where the company's history began, as 'The Reserve,' and the new building, which opened in 2005, as 'The Estate.' After launching The Estate in March and The Heritage in April, The Reserve is also scheduled to open in the second half of this year.

Shinsegae Department Store is holding the exhibition "Myeongdong Salon: The Heritage" at the Heritage Museum located on the 4th floor of The Heritage at Shinsegae Department Store Main Branch. Photo by Shinsegae Department Store.

This is aimed at attracting foreign tourists who have returned to the Myeongdong area after the COVID-19 pandemic. Myeongdong has long been considered the center of Hallyu tourism and a representative commercial district in northern Seoul. During the COVID-19 pandemic, the vacancy rate in Myeongdong soared to over 50%, but it quickly recovered, dropping to 6.8% last year. According to the Seoul Tourism Organization, about 86% of foreign tourists visiting Seoul also visit Myeongdong.

Additionally, there is a strategy to attract younger visitors to Myeongdong during the May holiday period. Choi explained, "Exhibitions are receiving a lot of attention from the younger generation, and offering trendy experiences is one of the most effective ways to maximize visitor traffic."

Myeongdong Street, Jung-gu, Seoul. Photo by Jo Yongjun