What: Lotte Department Store will introduce a broader range of art-focused courses and exclusive tours this fall, targeting increased engagement from younger and VIP customers.

Why it is important: This expansion highlights how department stores are leveraging cultural programming and exclusive experiences to attract new audiences and strengthen customer loyalty.

Lotte Department Store’s decision to significantly expand its art-focused courses and exclusive tours for the fall semester underscores a strategic shift toward experiential retail and cultural engagement. By offering participatory programs, high-profile docents, and tailored VIP experiences, Lotte is responding to the rising demand for immersive art content, particularly among younger consumers and affluent clientele. The initiative includes preview classes for major exhibitions, on-site art tours, and exclusive events such as private museum visits and curated wine tastings, all designed to foster deeper connections with customers. This approach not only differentiates Lotte from competitors but also positions the department store as a cultural destination, blending retail with lifestyle and community. The popularity of these programs, especially among VIPs, demonstrates the effectiveness of exclusive, high-touch engagement in building loyalty and driving repeat visits. As department stores face increasing competition from digital channels, such innovative programming is becoming essential for sustaining relevance and growth in the evolving retail landscape.

IADS Notes:

Lotte’s expansion of art courses and participatory cultural programming mirrors a broader industry movement, as seen with Galleria Department Store’s “Art Week” in August 2024 and Selfridges’ art-driven experiences in May 2025. Lotte’s investment in experiential retail and exclusive lifestyle offerings, including the launch of Sporty & Rich’s first department store location in April 2025, demonstrates a commitment to engaging younger demographics and VIPs. Across the sector, experiential and art-focused initiatives are driving customer engagement and loyalty, with premium, tailored experiences proving crucial for department stores’ differentiation and growth.

***Lotte department store will significantly expand art courses***