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Lotte Duty Free

Finalist

Competition: Spark:Space
Designer: Fabian Diaz - Creative Director; Senior Partner, Experience Innovation
Design Type:
Company / Organization / School: Lippicott
Team Members: Designer: Hyun-joo Eum, Daniel Johnston, James Atkins, Caroline Tomlinson, Brooke Bayer, Aya Fujimori, Jonathan Graziani Agency: Daehong Animation Design and Production: Dorian Orange – Nathaniel Ruhlman, Jason Hechler, Joseph Musse Technology: IC Technologies – Norah de Bekker, John Frattalone Photographer: VOTT

We partnered with Lotte Co., Ltd. to reconceive the duty-free shopping experience. Occupying the 7th and 8th floors of the Lotte World Tower, Lotte Duty Free (LDF) incorporates dynamic content and state-of-the-art technology to create a manifestation of the identity and experience that showcases the brand, entertains customers, promotes the offering, and delights the senses. This was achieved through employing dynamic digital media, signifying the marriage between eastern and western cultures and emphasizing the past and future. 3 LED installations were implemented in the store: 10 large hanging panels surround the store’s perimeter, and LED screens wrap around in-store columns and cylinders hanging above the escalators. Throughout the store, immersive content informs and entertains visitors; images of global travel destinations evoke excitement and curiosity. LDF’s signature “Star Avenue”—a popular tourist destination—was integrated into the store with “Star Bridge”—a two-story collection of LED panels bringing to life images of Korean Wave celebrities. We designed the brand’s visual system, featured at major touchpoints throughout the store. “New Wave, New Shopping” reflects the company’s goal of creating a future-forward retail experience; the visuals recreate the light movement of fabric. Like the shopping experience itself, the identity is fluid, gracefully creating connections.