Lotte Department Store Dongnae | Junggon Kim

With the goal of attracting existing customers, high-income family customers in new cities and new apartment complexes of the future, and young customers in nearby commercial districts, Lotte Department Store’s Dongnae branch has undergone a renewal process to provide a distinct new experience for the active influx of young customers.

The first floor of Dongnae branch is a space designed to create an environment that can provide empirical consumption of value through content of brunch & gardening, art & culture, and living & lifestyle that highly appeals to the senses and targets millennial families (families started by millennials in their 20s and 40s).

The goal of this space is to establish itself as a regional base where people can freely gather and communicate and as a complex cultural space where they can enjoy rich culture, art, and special daily life, setting it apart from other existing first floors of department stores.

Designed with the concept of “psychological haven where you can be protected from harmful external environments" in the COVID-19 era, ‘FUTURE LAND' is a futuristic space containing various contents where you can feel psychological stability and comfort and enjoy a leisurely daily life chatting in a garden that can provide pleasant meetings with others.

By unfolding an unseen view of a place that seems to be straight from the imaginations, it aims to propose a new psychological experience-based space through nontypical experiences and stories.

Nontypical forms of mass are gathered to constitute space and emphasize various spatial impressions, and it is coherently constructed in a design language with one large theme. Excluding the central area, the entire space combines a fantasy mood and dreamy gardening in harmony through atypical forms and pastel-tone colors to create a Future Land, giving it a feeling of a futuristic city.

A large circle radially spreads around from the center, obscuring the boundaries between brand areas and the common area, allowing customers to perceive the space as a whole and enjoy the pleasure of walking through the mass and experience a rich sequence provided by various views and continuous spaces.

The three Future Gates coming over from the cosmetics sector serve as a medium connecting two different spaces having different moods created by colorful colors and textures, and through impactful presentment, convey the experience of moving over to another world.

The central part, which serves as a core, uses the physical properties of metal, glass, and mirrors to create reflections into the main space making it feel like a different area from the outside when entering, and four MDs form a unified mood in one design language to melt various MDs within the space and create a sophisticated space. Gardening, which is the symbolic element in the center, attempted to convey elements of fantasy and future-oriented moods together through immersion and dreamy presentation using light effects.

It hopes to be a complex cultural space where lively daily experiences, colorful consumer and cultural experiences become routine and where people can feel various lifestyles in their own way.