Lotte Dongtan has undergone a remarkable transformation, thanks to the innovative design prowess of London-based luxury retail designers, Shed. Recognised for its contemporary and progressive international design style, Shed was entrusted with the task of reimagining a ‘different kind’ of department store, marking Lotte’s first major project in seven years.

The grandeur of Lotte Dongtan in Hwaseong, Gyeonggi, spans an impressive 246,000 square meters and has quickly become a hotspot for high-end retailers such as Chanel and Dior, alongside the upscale homeware brand, The Conran Shop. This customer-centric retail destination seamlessly combines luxury and leisure, making it an iconic addition to South Korea’s new generation of luxury retail spaces.

Shed’s role as the lead interior architects on the project was instrumental in bringing to life a unique and multi-dimensional design. Three main floors, each characterised by its own individuality and depth of experience, were crafted to provide an exceptional customer-first journey.

The third floor, a haven for contemporary women’s fashion, features a large terrace adorned with flowing grasses, hidden sanctuaries, and sculptures. Shed’s ingenious use of natural materials and forms seamlessly connects the indoor retail space with the outdoor terrace, resulting in a natural oasis of luxury retail that caters to the modern sensibilities of Dongtan’s fashion-savvy women.

On the fourth floor, Shed presents a captivating narrative of duality. Divided into Menswear and Children’s departments, this floor introduces a transition space known as the ‘Gateway’ that connects two distinctly different worlds. The Children’s department is a playful homage to children’s folklore and curiosities, sparking the imagination of both children and adults. In contrast, the Menswear section offers a rich blend of past, present, and future, creating a design landscape that beckons exploration.

The fifth floor takes inspiration from the historic amphitheatres of the ancient Olympics. This sport-centric floor showcases bold graphics and a central amphitheater, reminiscent of the ancient sporting arenas. Moreover, the futuristic lunar cityscape sets the stage for sports brands, making this floor a celebration of athletic history and a vision of the future.

Co-founder of Shed, Matt Smith, shared his perspective on this visionary project, stating, “It was a genuine privilege to partner with Lotte to realise such a visionary project of world-class quality. Shed’s approach was to develop a rich tapestry of textures, materials, and visuals that excite and entice shoppers as they discover each retail world for themselves.”

Lotte Dongtan, with its multi-dimensional and story-telling design, stands as a shining example of how Shed’s innovative approach has redefined the luxury retail landscape, creating an unforgettable shopping experience that merges luxury and leisure in a seamless fashion. Shed’s design not only elevates the retail space but also pays homage to the essence of the brands it houses and the aspirations of its discerning customers.

Photography courtesy of Shed

We think you might also like Koichi Takada Architects’ sculptural and sympathetic apartment building