Lotte Department Store’s main branch is located in the heart of Seoul, near Myeongdong, and is always bustling with people.
With the store’s recent renewal, the Hera boutique was also updated with the 7th-generation SI (Store Identity).
Concept
Reflecting customers’ lifestyle needs, the store proposes products that align with the preferences of Seoul women while offering a comfortable space to test and experience new items.
Inspired by the open-format makeup table—previously a signature object at The Hyundai Seoul—the design features a scaled-down version positioned along the main circulation path.
Key products are prominently displayed at the center of the table to increase visual impact, while various interactive elements enhance the customer experience.
