What: Lotte Department Store’s Main Branch is transforming into an art flagship store by integrating large-scale art installations and collaborations with leading K-artists.
Why it is important: This move reflects a global trend of department stores using art and experiential retail to attract customers and differentiate their brands, as seen in recent flagship transformations.
Lotte Department Store’s Main Branch in Myeong-dong is redefining its retail environment by launching the Art VM Project, which integrates large-scale art installations and collaborations with acclaimed K-artists Jeong Geurim and Lee Geonwu. Their works are strategically displayed along key customer routes, including escalator areas and main circulation paths, creating an immersive shopping experience. The project’s theme, “MOVE : IN TRANSIT (Journey of the Senses),” is designed to blend art with retail, catering to the increasing demand for experiential consumption. By embedding art throughout the store, Lotte aims to enhance its appeal to both local and international visitors, reinforce Myeong-dong’s reputation as a commercial and tourist hub, and set a new standard for department store innovation. Plans to expand the Art VM Project to other branches with differentiated approaches further highlight Lotte’s commitment to experiential retail and brand distinction. 
IADS Notes: Lotte’s approach aligns with Printemps New York’s focus on customer experience and immersive environments (“Printemps NY is all about customer experience,” Ecommerce Mag, Jan 2026), Galeries Lafayette’s transformation into a cultural destination with art installations and collaborations (“Galeries Lafayette unveils its 2026 cultural programme,” Fashion Network, Nov 2025), and Bloomingdale’s artist-led flagship transformation (“Artful takeover at the Bloomingdale’s flagship,” WWD, Sep 2025). In Korea, Galleria Department Store’s Art Week demonstrates the effectiveness of art-driven experiences in enhancing brand exclusivity and attracting high-value customers (“Galleria Department Stores will host a ‘Galleria Art Week’,” Maeil Business Newspaper, Aug 2025). These cases collectively underscore the strategic value of integrating art and experiential elements in department stores to drive engagement and revitalisation.

Lotte turns Myeongdong into an art flagship store