Travel Retail Highlights IV
Lotte Duty Free’s “barometer of travel retail trends”
“A place where you can enjoy duty free shopping, tourism and experiences all in one place.” That’s how Lotte Duty Free describes LDF House, an experiential stand-alone building set over three floors and a rooftop that opened this week at the travel retailer’s flagship Myeong-dong, Seoul location.
LDF House comprises various spaces including a pop-up store, Lotte Duty Free Model photo zone, and even a hot air balloon lift.
It is designed to provide customers with a differentiated experience and present what Lotte Duty Free called “a new paradigm” in duty free shopping.
Lotte Duty Free CEO Kim Joo-nam said, “LDF House is Lotte Duty Free’s first duty free showroom, and will become a barometer of travel retail trends.
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“Lotte Duty Free will continue to invest and create new businesses to revitalise Korean tourism and take a leap forward in the duty free industry.”
LDF House was created based on a ‘win-win’ agreement with Myeong-dong merchants bolstered by strong support from Seoul Customs. The purpose is to revitalise the local commercial district and create a new tourist attraction, while also driving duty free spending.
LDF House is a three-storey, 90-pyeong (300sq m) standalone building located on the main street of Myeong-dong. Its offer centres around three elements: shopping, tourism, and customer experience.
Comment: Lotte Duty Free’s latest experiential initiative is much more than a shopping space. The company will present media art and content on the exterior walls using anamorphic techniques (the use of optical illusions to create three-dimensional and realistic effects) that offer a unique way to enjoy the Myeong-dong streets.
The hot air balloon with Myeongdong written on it is expected to provide a spectacular sight for tourists, especially at night, serving as a photo zone with local symbolism, Lotte Duty Free said.
The first floor of LDF House serves as a pop-up store, including a star photo booth where Lotte Duty Free models appear in sticker photo frames.
Beyond that the second and third floors feature products recommended by Lotte Duty Free Merchandise Directors, allowing customers to discover the latest duty free shopping trends.
These zones take the form of a smart store using digital signage, with discount benefits and promotional events adding to the allure. On the rooftop, a hot air balloon-shaped lift that customers can actually board and an LED screen showing night views of Seoul have been installed to enhance the experience.
Building on Lotte Duty Free strong track record in this area, promoting local brands is a central feature of the experience, with the retailer pledging that the zone will play the role of “incubator” to raise awareness of K-brands among foreign visitors.
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The Moodie Davitt eZine
Issue 328 | 20 October 2023
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