Design Mission: To design a one of a kind store for Lotte Department Stores located at the Gwangbok Harbor Front District of Busan, South Korea and consisting of 650,000 sq ft on eleven floors of retail space.
The Market Positioning strategy was geared primarily towards a fashion forward shopping experience for the younger affluent urban consumer. As the first of 3 phases, this waterfront landmark location, Lotte Gwangbok Department Store is designed and built to be a new retail icon in the Korean market and a prominent podium for a 150 storey tower scheduled to open in 2012.
Design Goals: To integrate symbolic aspects of water as kinetic energy unique to this landmark location among eleven floors of world renowned brands, while maintaining a strong Lotte brand identity.
Design Solutions: Inspired by the fluid energy of water that surrounds the site, the design team created a contemporary central atrium of kinetic architectural forms in a twisting motion that frames a central sculpture consisting of 10,000 aluminum fish-like forms spiraling upwards through all levels of the project. The main level atrium flooring features a water jet stone pattern suggestive of "water ripples" and establishing a memorable visual point at the heart of the store. Ceilings on every level are strategically designed to be unique signatures, controlling circulation, and reinforcing a sense of energy.
The main floor (featuring Cosmetics and Imported Designer brands), is embellished by an illuminated colonnade and beaded chandeliers in liquid formations drawing attention to the atrium at the core of the experience.
This compilation of key design elements and visual displays on levels 2 through 10, mixed with unique fashion venues are strategically oriented to establish this landmark location as a "new retail icon".
Challenges: As an anchor to the revitalization of the Busan Port District, the underground subway system, the surrounding upscale consumer market and two other phases of the project to follow, one of the major challenges was to develop a highly strategic plan for the future flow of traffic around and through the vertical space.
Accomplishment: Since opening in December 2009, Lotte Gwangbok Department Store has exceeded its sales projections and is recognized by locals as the new market hub and fashion destination in Busan. The initial design intent of movement, fluid connectivity, and a fashion forward urban environment is expressed consistently at every level throughout the consumer experience.