Lotte

Dongtang

Creating a retailtainment destination with three floors of fashion retail.

Location

Dongtan, South Korea

Sector

Retail

What we did

Interior Design, Landscape Design

Shopping has always been a leisure activity. When Lotte asked Shed to be the lead designer on 16000 sqm of new retail in Dongtang, we knew it was all about reframing this time old tradition to create a reatailtainment destination.

The Challenge

Create a destination shopping experience that feels uniquely Lotte. Each floor needs to be distinctly, different, rich in character and depth of experience, yet all united in their aim to offer a customer-first experience.

3F - Women’s Contemporary
4F - Family (Mens & Children’s)
5F - Sports.




The Strategy

The starting point was a deep understanding of Lotte’s customer base, forming the basis of a tailored retail strategy for each floor. The perfect balance of retail, entertainment and services emerged, transforming traditional departments into immersive, experience-led destinations.

The Solution
Storytelling design at its finest, with each floor creating a memorable and distinct shopping experience.
The flowing shapes and forms of the women’s department, inspired by the fluidity of the natural world, transitions into a lush outdoor terrace, where hidden sculptures and sanctuaries invite a moment of pause.
A children’s department takes shoppers on a whimsical journey through folklore and curiosities, designed to ignite imagination and make shopping an adventure.
A sports department with a unexpected nod to the past where the grandeur of ancient Olympic amphitheaters is reimagined in a contemporary, high-energy setting.
Credits: Video content by Lotte.
“WE entrusted SHED with the task of reimagining a ‘different kind’ of department store”

3F - WOMEN'S CONTEMPORARY

Shed brought the outside world in by connecting retail and terrace landscapes though the use of natural materials and forms, all reimagined through a luxury lens. The result is a natural haven of luxury retail for the modern mindset of the Dongtan women.

Dedicated to women’s contemporary fashion and hosting local, premium brands curated for the Lotte customer.

4F - CHILDREN'S & MEN'S FASHION

The Children’s Department is wrapped in playful architecture taking you on a journey of children’s folklore and curiosities to pique the imagination of children and adults alike. Menswear is a different kind of exploration: A rich mix of past, present and future.

A story of two halves. Shed celebrated the divide by creating two distinctly different worlds connected by a liminal transition space - the ‘Gateway’.

5F - SPORTS & LEISURE

Anchored in the historic origins of sport, the narrative of the design is derived from the amphitheaters of the ancient Olympics. Housing all things sport, this floor is anchored by a central amphitheater. The brands sit playfully in a re-imagined lunar city scape of the future.

Where heritage meets high performance. A bold, high-energy arena where sports past, present and future is celebrated.