AVENUEL DEPARTMENT STORE
CLIENT
Lotte Shopping GroupLocation
Seoul, South KoreaSERVICES
Brand Strategy | Design Development | Store Development | Naming
An Innovative approach to luxury retailing in the Asia’s design capital.
Koreans want stores to be as beautiful and well designed as they are. They want to be dazzled with over-the-top interiors and lavish presentations. Lotte Co. Ltd. one of the largest food, shopping, and hospitality groups in Korea and Japan, decided to take the leap and build Seoul’s most glittering luxury department store to date: and we christened it, "Avenuel."
Koreans want stores to be as beautiful and well designed as they are. They want to be dazzled with over-the-top interiors and lavish presentations. Lotte Co. Ltd. one of the largest food, shopping, and hospitality groups in Korea and Japan, decided to take the leap and build Seoul’s most glittering luxury department store to date: and we christened it, "Avenuel."
WHAT WE DID
The client charged b. on brand with developing a new luxury concept store that would propel the slightly matronly Lotte brand into the stratosphere of luxury and serve as a prototype for future luxury offerings elsewhere in Asia and in Russia.
b. on brand develop the overarching brand experience concept and worked closely with Lotte’s architects, designers, contractors, and vendors to ensure that the project met the client’s expectations for an “exciting and unique destination experience.”
Our approach was informed by extensive research with other Korean lifestyle centers and Korean luxury retail as a whole. b. on brand worked specifically with the design team to innovate an entirely new approach in targeting the highly affluent customer in Korea.
b. on brand develop the overarching brand experience concept and worked closely with Lotte’s architects, designers, contractors, and vendors to ensure that the project met the client’s expectations for an “exciting and unique destination experience.”
Our approach was informed by extensive research with other Korean lifestyle centers and Korean luxury retail as a whole. b. on brand worked specifically with the design team to innovate an entirely new approach in targeting the highly affluent customer in Korea.
NOTEWORTHY
The project won the VM+SD Award for International Store Design and First Prize for retail design from the Institute of Store Planners.
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