Communication

Lotte Department Store Dongtan Branding

Extra Form

Country	Korea
Year	2022
Award	WINNER
Client	Lotte Department Store Corp.
Affiliation	the bread and butter brand consulting Corp.
Designer	Sooyoung Cho, Seokyoung Kim
English	South Korea’s no.1 retail group Lotte Department Store opened the largest mall in Dongtan, Gyeonggi province, 246,000㎡ in size, on August 20th, 2021. Lotte entrusted the bread and butter with retail brand strategy and communication design in order to showcase a new style of retail. We developed a super graphic based on shopper journey as it is a space meant for discovering new inspiration with hybrid shopping malls, terrace parks, and art galleries. Through the blue background in the graphic, we expressed the sensuous flow in the space. Furthermore, we portrayed customers' shopping journeys within the curated lifestyle space with neon pink.
Native	대한민국 백화점 업계 1위 롯데백화점이 경기도 동탄에 2021년 8월 20일 연면적 24만5986㎡로 오픈한 롯데백화점 동탄점의 리테일 브랜드 컨설팅 프로젝트를 더브레드앤버터가 성공적으로 진행했다. 더브레드앤버터는 기존 리테일들의 방식과 완전히 다른 커뮤니케이션 디자인 전략을 기획하여 새로운 리테일 브랜딩을 제안했는데, 이는 하이브리드몰, 테라스파크, 아트 갤러리 등 다양한 백화점내 공간에서의 고객 쇼핑동선을 기반한 슈퍼그래픽에서 잘 나타난다. 텍스처가 있는 블루배경으로 백화점이라는 공간을 모던하게 표현했고, 고객이 이 공간에서 경험하는 특별한 라이프스타일과 큐레이션된 고객의 쇼핑동선을 네온핑크 컬러의 그라데이션 직선라인으로 표현하여 한 걸음, 한 걸음이 특별한 여정이 됨을 전달하고자했다. 전채적인 룩앤필은 정형화되고 경직되고 딱딱한 기존 오프라인 리테일들의 이미지가 아닌, 유동적이며, 감성적인 모션으로 새로운 영감을 지속적으로 전달하고, 새로운 것을 발견해나가는 고객의 쇼핑여정을 아트적 감각으로 보여주는 비주얼 커뮤니케이션이다.
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