Lotte Department Store to Open K-Fashion Specialty Zone "Kinetic Ground" at Myeong-dong Main Branch

'Kinetic Ground' Opens at Lotte Main Store
15 Brands Including Mardi Mercredi, Matin Kim, and The Barnet Join
Signature Pop-up 'Kinetic Stage' to Be Operated

Lotte Department Store announced on July 3 that it will launch a new K-fashion specialty zone, "KINETIC GROUND," in Myeong-dong, targeting customers in their 20s and 30s.

Kinetic stage bird's-eye view image. Provided by Lotte Department Store.

Kinetic Ground, opening on the 9th floor of the Lotte Department Store main branch in Jung-gu, Seoul on July 4, is a specialty space that brings together the core of K-fashion. It is designed as an experimental venue that goes beyond a traditional young fashion zone, aiming to support the growth of K-fashion brands and serve as a bridgehead for their global expansion.

Kinetic Ground fills approximately 1,800 square meters (550 pyeong) with leading K-fashion brands and pop-up stores. In particular, the centrally located "KINETIC STAGE" serves as a differentiated pop-up platform. Reflecting the rapid changes in fashion trends, this core area will showcase a variety of content on a cycle of two weeks to one month. In response to the recent trend among customers in their 20s and 30s to seek out unique and distinctive shopping spaces like those in Seongsu-dong, the design breaks away from traditional department store merchandising and spatial layouts.

At Kinetic Ground, visitors can find a total of 15 brands, including leading K-fashion names such as "Mardi Mercredi" and "Matin Kim," as well as "The Barnet," "Koiseio," "Nomanual," and "Bellier," all in one place. Among these, "The Barnet," "Koiseio," "Yes I See," and "999 Humanity" are making their retail debut at Kinetic Ground for the first time through a distribution channel.

Brand-specific items designed to appeal to young customers both in Korea and overseas will also be available. Shoppers can find the hottest items from each brand, such as the "Matin Kim" buckle bag, "The Barnet" blouse, and "Stand Oil" chain backpack. There will also be exclusive, limited-edition items available only at Kinetic Ground. For example, "999 Humanity" will offer products that highlight the symbolic nature of Myeong-dong, while "Koiseio" will release a T-shirt featuring its popular character "Gosio" exclusively at this location.

The "KINETIC STAGE" will sequentially feature various brands and serve as a test space for new projects by existing brands. Collaborative products with brands, unique content goods, and seasonal gift items will be introduced on a two-week to one-month cycle. This month, "Hello Sunrise," "De Brebe," and "Milo Archive & Milowomen" are scheduled to participate.

Lotte Department Store plans to expand Kinetic Ground to other major branches, including Jamsil and Busan Main Store. The company also intends to discover new designers and support their successful overseas expansion.

Jin Seunghyun, Head of Fashion at Lotte Department Store, stated, "Just as Korean dramas, music, beauty, and food have become global sensations, K-fashion also holds unlimited potential on the world stage. Through Kinetic Ground, we will nurture emerging designers and support the successful overseas expansion of K-fashion, creating a new wave in the K-wave."