Lotte Duty Free opens Korea's first duty free shopping showroom ‘LDF House’ in Myeong-dong, Seoul

At the ribbon-cutting ceremony: (left to right) NCT DREAM Jisung; Lotte Hotel CEO Kim Tae-hong; NCT DREAM Jaemin; Lotte Duty Free CEO Kim Joo-nam; Seoul Customs Director Kim Yong-ik; NCT DREAM Jeno; Kim Yong-myeong, Executive Director of the Myeong-dong Special Tourism Zone Council, and Kang Tae-eun, Head of the Myeong-dong Merchants Association

Lotte Duty Free officially opened its ‘LDF House’ duty free shopping showroom in Myeong-dong, Jung-gu, Seoul, today.

The retailer said the space, which includes a pop-up store, photo zone and digital shopping, provides customers with a “differentiated experience and presents a new paradigm in duty free shopping.”

After a week of testing starting, the opening ceremony was attended by Lotte Duty Free CEO Kim Joo-nam; Seoul Customs Director Kim Yong-ik; Myeong-dong Merchants Association President Kang Tae-eun; Myeong-dong Special Tourist Zone Council Executive Director Kim Yong-myeong, and Lotte Hotel CEO Kim Tae-hong. Members of the popular boy group NCT DREAM also attended.

Kim Joo-nam, CEO of Lotte Duty Free, said, “LDF House is Lotte Duty Free’s first duty free showroom, and will become a barometer of the travel retail trend.

“Lotte Duty Free will continue to invest and create new businesses to revitalize Korean tourism and take a leap forward in the duty free industry. We will continue to discover.”

According to Lotte Duty Free, its LDF House was created based on a ‘win-win’ agreement with local merchants and with active support from Seoul Customs with the purpose of revitalizing the Myeong-dong commercial district and creating a new tourist attraction. LDF House is open 365 days a year from 11:00 to 20:00.

The three-storey, 90-pyeong (300-sqm) standalone building on Myeong-dong’s main street, centres on three elements: shopping, tourism, and customer experience. The exterior reflects Lotte Duty Free’s brand identity, featuring the retailer’s red colour and hot air balloon design. A showcase of media art and content on the exterior walls using anamorphic techniques (using optical illusions to crate 3-D and realistic effects) will provide a “unique way to enjoy the streets of Myeong-dong.”

Destined to become a tourist attraction, the eye-catching showroom combines shopping and tourism in a stand-alone building on Myeong-dong’s main street

The LDF House interior offers three floors and a rooftop. The first floor features a pop-up store and photo booth where Lotte Duty Free models appear in sticker photo frames.

The pop-up, which will change monthly, opens with a focus on known Lotte Duty Free Shop models. NCT Dream’s advertising film location for Lotte Duty Free is being recreated and from November 2 the space will be themed on actor and singer Lee Jun-ho to attract global fans.

From November 16, a pop-up store for Hollywood makeup brand Simi Haze Beauty will take over, followed by a pop-up store based on the popular character Janmanglupe in December.

The second and third floors offer products recommended by Lotte Duty Free Shop directors, allowing customers to discover the latest duty free shopping trends. A smart store concept, using digital signage, offers top and exclusive products, as well as items by category, such as cosmetics and jewelry, discounted lines and events. Product information is provided via a QR code, and payment can be easily made online.

On the rooftop, there is a hot air balloon-shaped lift and a LED screen showing the night view of Seoul. The hot air balloon is expected to prove popular with tourists, especially at night, and serve as a photo zone with local symbolism.

Lotte Duty Free Shop is providing coupons and free gifts. Customers can receive an admission coupon package that includes a level upgrade, special points, and up to US$85 in savings upon entry through Lotte Internet Duty Free Shop membership verification at the entrance.

To mark the opening, NCT DREAM goods will be given to the first 50 people each day, and opportunities to purchase alcoholic beverages, such as popular rare whiskeys, will be provided. Up to KRW60,000 (US$44) in Pre-LDF-Pay that can be used immediately at the Lotte Duty Free Myeong-dong main store and a Sulwhasoo gift will be offered on a first-come, first-served basis.

Lotte Duty Free plans to continuously introduce new content and events to attract foreign tourists. In addition, based on Lotte Duty Free's product sourcing capabilities and brand collaboration experience, the plan is to provide a variety of shopping experiences to tourists visiting Korea and to serve as an incubator to raise the global awareness of the K-brand.