The Lotte Daegu department store has met with huge success after a redesign by JHP to convert it into a modern fashion mecca for young, urban consumers. The London-based design house which specialises in retail, says Lotte was facing unprecedented competition from rival Hyundai and Shinsegae groups, which both opened new stores at the opposing end of Daegu’s main High Street. JHP’s solution was to extend this major thoroughfare into and up the building via an enormous catwalk staircase. The
50,000 sqm store spans 13 storeys and now includes iconic fashion departments, Asia’s largest shoe salon, homewares products, areas for children and events, services, a luxury boutique, fine restaurants, cultural centres, and a large cosmetics and beauty department in the basement.
Besides the interior experience, JHP developed the approach to service style, product strategy, advertising, internal communication, and multi-sensory strategy for each department.
Already “a huge commercial success” since opening at the end of last year, Lotte Daegu has now evolved into one of Asia’s leading department stores, says JHD.
Daegu is Korea’s third largest city after Seoul and Busan and the third largest metropolitan area in the nation with 2.5 million residents. Daegu is also known as ‘Textile City’, currently home to Korea’s fashion and high-tech industries.
