Lotte Department Store announced on the 3rd that it will unveil 'Kinetic Ground,' a K-fashion specialized area on the 9th floor of its main store in Sogong-dong, targeting the global 20s and 30s.
Kinetic Ground covers an area of 1,800 square meters (550 pyeong) and features 15 brands. Brands such as Mardi Mercredi, Matin Kim, The Barnet, Koiseio, No Manual, and Vellier can be found.
It also created a future-oriented and stylish space in collaboration with artist Kang Jae-won, who produces spatial objects using 3D techniques, and graphic visual artist 'Moon Young URC.'
A pop-up platform called 'Kinetic Stage' is installed in the center of the store, showcasing various content on a cycle of two weeks to one month. This month, pop-ups will feature the brand Hello Sunrise, inspired by vacation destinations, homewear brand De Bervay, and designer brand Milo Archive and Milo Woman, all themed around 'travel.'
Lotte Department Store plans to open Kinetic Ground's first store on the 9th floor of its main Sogong-dong location, which has excellent accessibility for young global customers, and expand unique stores suitable for the market centered around large stores like the Jamsil store and Busan main store.
Jin Seung-hyun, head of the fashion division at Lotte Department Store, noted, 'As Korean drama, music, beauty, and food are creating a global sensation, K-fashion also holds immense potential.' He added, 'Through Kinetic Ground, we will support the nurturing of new designers and the successful overseas expansion of K-fashion to create a new wave of the K Wave.'