SOUTH KOREA. Lotte Duty Free has launched the K-pop Photo Lift at its World Tower store in Seoul, literally elevating its retailtainment offer for international visitors.
Running through 6 February, the activation was developed in partnership with Kakao Entertainment’s global K-pop media platform, 1theK.
The experience begins in a dedicated elevator linking the B1 level to the 8th floor duty-free zone, with K-pop music setting the tone from the moment the ride starts, echoing an on-stage atmosphere.
The studio-style elevator offers a photo-ready backdrop, with an additional photo zone on the 8th floor, enhancing visitor interaction.
Girl group KiiKii has been selected as the first featured artist, with the Photo Lift themed around ‘404 (New Era)’ from the group’s second mini-album Delulu Pack, released on 26 January.
During the campaign period, Lotte Duty Free is offering two Lotte World Aquarium tickets per person to customers who spend US$100 at the World Tower store and present a Photo Lift verification photo at the 9th-floor service desk.
“These unique content offerings from Lotte Duty Free will serve not just as a duty-free shop but as a gateway for foreign tourists to experience K-culture”
A Lotte Duty Free spokesperson stated, “These unique content offerings from Lotte Duty Free will serve not just as a duty-free shop but as a gateway for foreign tourists to experience K-culture. We plan to continue introducing attractive content to contribute to revitalising Korean tourism and attracting inbound visitors.”
The activation builds on the recent reopening of the retailer’s experiential cultural space, Star Avenue, at its Myeong-dong flagship store, further expanding its K-culture offerings.
Since its 2009 debut, the entertainment-themed space has welcomed 2.9 million visitors annually.
With media art refreshed to showcase current trends, Star Avenue offers a variety of attractions, leveraging the travel retailer’s heritage and signature content. ✈
