The Photo Lift is themed around ‘404 (New Era)’, a track from K-pop girl group KiiiKiii’s second mini album Delulu Pack.

Lotte Duty Free has introduced a K-Pop Photo Lift at its World Tower store in Seoul, transforming a dedicated elevator into an immersive cultural experience space. The initiative is running until 6 February.

Developed in partnership with Kakao Entertainment’s global K-pop media brand 1theK, the K-pop Photo Lift connects the Level 1 Basement to the eighth floor duty free retail space.

Once inside the lift, passengers are immersed in a K-Pop experience, with K-pop tracks playing throughout the ride, evoking the sensation of stepping onto a stage. There is also a photo-ready backdrop perfect for selfies.

Upon arrival at the eighth floor, a dedicated photo zone offers further shareable, social-media-friendly engagement opportunities.

The first featured artist is K-pop girl group KiiiKiii. The Photo Lift is themed around ‘404 (New Era)’, a track from the group’s second mini album Delulu Pack, released on 26 January.

During the activation period, Lotte Duty Free is offering a purchase-linked promotion. Customers who spend a minimum of US$100 at the World Tower store, and present a Photo Lift verification photo at the ninth floor service desk, will receive two tickets to Lotte World Aquarium.

The Photo Lift offers multiple opportunities for sharable, social-media-friendly engagement.

A Lotte Duty Free spokesperson commented: “These differentiated content initiatives go beyond conventional duty-free shopping, positioning Lotte Duty Free as a gateway for international tourists to experience K-culture.

“We will continue to introduce compelling content that contributes to revitalising Korean tourism and attracting inbound travellers.”

The K-pop Photo Lift follows on from other recent experiential initiatives, including the reopening of Star Avenue at Lotte’s Myeongdong flagship store, following a major renovation. Since its original opening in 2009, Star Avenue has attracted around 2.9 million foreign visitors annually.

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