As part of its construction of the Lotte World Tower, a 123-story skyscraper in Seoul, we partnered with South Korea-based multinational food and shopping corporation Lotte Co., Ltd. to reconceive the duty-free shopping experience for Lotte Duty Free (LDF). Occupying the 7th and 8th floors of the Tower, the space incorporates dynamic content and state-of-the-art technology to create a provocative manifestation of the LDF identity and experience that showcases the brand, entertains customers, promotes the offering, and delights the senses.

This experience was achieved through employing dynamic digital media, signifying the marriage between eastern and western cultures and emphasizing the past and future. 3 LED installations were implemented in the store: 10 large hanging panels surround the store’s perimeter, and LED screens wrap around in-store columns and cylinders hanging above the escalators. Impressive in size and distinctive in form, these installations seamlessly integrate into the building’s structure, offering maximum retail space without compromising the impact of the visual merchandising.

Throughout the store, immersive content informs and entertains visitors: videos rotate throughout the day to meld entertainment, local heritage, and natural environments. Images of global travel destinations evoke excitement and curiosity. Additionally, LDF’s signature “Star Avenue”—a popular destination for tourists—was integrated into the store itself with “Star Bridge”—a two-story collection of LED panels that bring to life images of Korean Wave celebrities.

We also designed the brand’s visual system, featured at major touch points throughout the store. The concept “New Wave, New Shopping” reflects the company’s goal of creating a future-forward retail experience; the visuals recreate the light movement of fabric. Like the new shopping experience itself, the new identity is fluid, gracefully creating connections.

The end result is the largest duty-free store in South Korea—occupying two stories and offering 420 Korean and international brands—already contributing a 20% rise on average daily sales.