"Lotte Mall Valley Town Cheongnyangni is the starting point of (Lotte's) shopping mall strategy."
Jung Hyeon-seok, Lotte Baek Hwa-jeom (CEO), met at Lotte Mall Valley Town Cheongnyangni on the 23rd, introduced the location as a 'compact store' and said so. Jeong (CEO) stated, "This is a process of preparing for an even larger model that will expand from this store," revealing his determination to expand future shopping mall business. Although smaller in scale than existing large-scale shopping malls, the plan is to accelerate the 'Lotte Town' strategy through an 'urban compact shopping mall' that concentrates competitive brands and content.
Lotte Mall Valley Town Cheongnyangni consists of five floors, from basement level 1 to above-ground level 4. The sales area is approximately 5,400 pyeong, which is half the size of existing Lotte Malls that are over 10,000 pyeong. Instead, it concentrates about 50 core brands to enhance spatial efficiency and product competitiveness.
Before the mall opened at 10:30 a.m. that day, visitors lined up in long queues at the entrance. Despite the chilly weather, it was bustling with customers seeking opening commemorative benefits. Some visitors took photos in front of the large Valley Bear sculpture or waited while holding balloons.
Upon entering the first floor, cafes and bakeries caught the eye. Food and beverage brands such as Terraso and Chaziti, along with Olive Young, which is the largest in the Cheongnyangni commercial area at approximately 160 pyeong, are located here. A shop-in-shop selling Valley Bear goods was also set up in the lifestyle concept store Sisi Hoshi directly in front of the entrance. Particularly noteworthy is the 'Cheongnyang Terrace' in the center. With about 80 seats, this area serves as a shared rest space that can be used not only by store customers but also by patrons of nearby cafes and bakeries.
The second floor is a fashion and sports space for young customers. Featuring the concept of 'Active Young,' stores such as Musinsa Bag & Cap Club, ABC Mart Grand Stage, and Decathlon have moved in. In particular, Decathlon was set up as a store specialized in running. A space that can be utilized by running clubs and others was also prepared in one corner of the store. The composition targets young customers from the university areas surrounding Cheongnyangni. Universities such as Kyung Hee University, Hankuk University of Foreign Studies, University of Seoul, and Korea University are located around Cheongnyangni.
The third floor is a space for family customers. In addition to Daiso, which has an area of approximately 500 pyeong, lifestyle-oriented brands such as Top Ten and Top Ten Kids have moved in. Among these, the family restroom decorated with Valley Bear characters attracted attention. A kids' cafe was also set up in a space where trains passing through Cheongnyangni Station can be seen from above.
The fourth floor is a space combining dining out and entertainment content. Hot pot specialty restaurant Haidilao, which is scheduled to open next month, attracted customer interest by showcasing face-changing performances and other shows. Food and beverage stores such as Marugame Udon, figure and character specialty stores, and amusement facilities are also located here. Lotte Department Store plans to operate some unmanned stores so they can be used late at night in line with Haidilao's early morning business hours.
Basement level 1 is a convenient shopping space targeting users of Cheongnyangni Station. It is composed mainly of household goods and sundries brands such as Artbox, Miniso, and Nitori. In December, Musinsa Standard, with an area of approximately 600 pyeong, is also scheduled to open.
While touring the shopping mall, digital media devices placed in various spots caught the eye. Small media devices were installed between stores and around escalators to add variation to the space. A transparent media wall that does not obstruct the view was applied in the central space to enhance a sense of openness.
The structure where all floors are connected to the outside is also a differentiating factor. Basement level 1 is connected to Exits 4 and 5 of Cheongnyangni Station, while the second and third floors lead to surrounding plazas and residential complexes. The fourth floor is directly connected to the waiting room of Cheongnyangni Station and the main building of Lotte Department Store Cheongnyangni Branch.
Lotte Department Store plans to expand its shopping mall business starting with Valley Town Cheongnyangni. Jeong (CEO) said, "We plan to continuously expand and open stores in Daegu, Sangam, Songdo, Jeonju, and other locations in the future."
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