This department store’s biophilic, futuristic facelift aims to draw millennials back to physical retail

Betwin Space transformed Lotte Department Store Dongnae in Busan, South Korea, into a shopping experience characterized by ample greenery and futuristic elements in an attempt to draw millennial shoppers in.

To solidify Lotte Department Store’s attempt to attract to the changing demographic of its clientele, Betwin Space completed a transformation of the retailer’s Dongnae location in Busan, South Korea. Now targeting high-income millennials, the space includes lifestyle references to art and culture, and biophilic elements. The 2,966-sq-m space combines plant arrangements and materials such as metal, glass and mirrors, which together create an imaginative, futuristic vibe. A central vast circular light serves to unite different sections and brands within the store. Three gates from the cosmetics section connect to another department and tangibly capture the feeling of moving into another space.

Following the pandemic, 72 percent of consumers expect to interact with physical retail spaces, an increase of 12 percent from before the pandemic, according to research conducted by Capgemini. However, not all physical retail interactions are made equally. With 33 percent of millennials indicating that they will utilize click-and-collect order methods, the possibility for prolonged in-person retail visits is lowest for this generation compared to others, the research further concluded. The Lotte Department Store space attempts to draw customers in by cultivating a retail experience that allows visitors to leisurely explore the store’s different sections and find refuge in biophilic elements and a futuristic atmosphere.

Location: 1393 Jungang-daero, Dongnae-gu, Busan, South Korea

Design: Betwin Space

Client: Lotte Department Store Dongnae

Floor Area: 2,966 sq-m

Source: FRAME