Lotte Department will open a new K-fashion section called Kinetic Ground featuring, along with a rotating series of pop-up stores. Lotte aims to establish the zone as a global hub for K-fashion by continuing to discover promising local designers and support their successful overseas expansion. A K-fashion center will be built in Myeong-dong, the center of global shopping, to attract the 2030 generation. The move is in line with the recent trend of 2030 shopping in unique spaces like Seongsu-dong.

Lotte Department Store will open a Kinetic Ground on the 9^th FL of its headquarters in Sogong-dong. The space, which is about 1,800m2 is filled with brands representing K-fashion and various pop-ups. In particular, there is a Kinetic Stage in the center, which is a space where various contents are presented every two weeks to a month to reflect rapid changes in trends. A total of 15 brands representing K-fashion, including Mardimecrdi, The Barnet and Mathenkim, gathered at the Kinetic Ground. Mardimecrdi opened its first offline store as a distributor at Lotte World Mall in 2023, rising to the top of global MZ customer recognition in the World Mall. Earlier this year, The Barnet ran a pop-up store at Lotte World Mall, ranking No. 1 in pop-up sales for fashion brands in Lotte World Mall.