100-Pyeong Store Opens at Jamsil Lotte World Mall
Digital-Based 'New Concept' Introduced
Revamped Space and Brand Lineup, Store Expanded by 40%
Collaboration with AI Artist Kim Jeongsu
Featuring 19 Popular K-Fashion Brands Including Martine Kim
Lotte Department Store announced on August 31 that it has renewed and reopened its 'Hago House (HAGO:HAUS)' store on the B1 floor of Jamsil Lotte World Mall, making it the largest of its kind in Korea.
Lotte Department Store's 'Hago House' store, renewed and reopened on the B1 floor of Jamsil Lotte World Mall, the largest scale in Korea. Provided by Lotte Department Store
Hago House is a fashion select shop that proactively discovers, introduces, and distributes promising designer brands. Since opening its first location at Lotte Department Store Dongtan in 2021, it has expanded to a total of 13 stores at major locations nationwide.
The Lotte World Mall Hago House, which opened in 2022, is the top-performing store in terms of nationwide sales. With this renewal, a digital-based 'new concept' has been applied for the first time in Korea. The entire store, from interior design to product operations and brand lineup, has been completely revamped, and the store size has been increased by approximately 40 percent compared to before.
The store’s space was designed in collaboration with an 'artificial intelligence (AI) artist' to create a futuristic atmosphere. The collaborating artist, Kim Jeongsu, is a leading AI artist in Korea who expanded the brand experience by incorporating each in-store brand’s logo into digital art. Additionally, instead of mannequins, dynamic and fantastical visual experiences are provided through three-dimensional hologram videos that vividly showcase the products.
The store, spanning about 330 square meters (approximately 100 pyeong), features a comprehensive lineup of 'K-fashion brands' that embody Hago House’s unique identity. A total of 19 brands that are leading K-fashion trends are present, including Martine Kim, which has established itself as a global K-fashion brand, as well as Depound, Uniform Bridge, Muimuer, and OIOI Collection.
At the center of the store, the 'Hago Seoul Exclusive Zone' offers exclusive products available only at Lotte World Mall. Around 80 special limited-edition items-including T-shirts, hats, keyrings, pouches, crossbody bags, and tote bags-from brands such as Martine Kim, Uniform Bridge, Margarin Fingers, and Lang & Lu are available.
Until the end of the day, customers visiting the store will receive a mask pack from Magidu Martine, the cosmetic brand of Martine Kim. Additionally, depending on the purchase amount starting from 100,000 won, customers will be given gifts such as the Martine Mini Chain Keyring, String Backpack, and Lucky Box on a first-come, first-served basis.
Kim I-eun, Chief Buyer of the Young Designer Team at Lotte Department Store, stated, "The newly renewed Lotte World Mall Hago House is a futuristic hybrid store that proposes a lifestyle for young generations seeking not only fashion but also unique experiences," adding, "We will continue to introduce a variety of stores that lead the trends and preferences of young generations."
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