What: Department stores transform outlets into culture spaces.

Why it is important: Exploring new ways to differentiate.

As the shopping experience itself is becoming not enough to lure consumers, department store operators are looking for ways to differentiate themselves by transforming their stores into cultural attractions where visitors can enjoy not only shopping but also a variety of culture and art.

Lotte Department Store started setting up experience-focused cultural facilities within its outlets across the country last year. Hyundai Department Store also built a cultural space at its Pangyo branch, south of Seoul. And Shinsegae Department Store is running professional galleries at its flagship location in Seoul and as well as stores in Busan, Gwangju and Daegu.

Department Stores Transform Outlets from Shopping Centers to Culture Spaces