Lotte Department Store’s ‘Lotte Brewery’ pop-up store was inspired by the words ‘ski’ and ‘board,’ focusing on a brewery concept centered around the popular ‘whiskey’ and ‘vodka’ among the MZ generation. This project marked the first case where Lotte Department Store transitioned from simply curating retail services to establishing itself as a creator, generating fun and word-of-mouth beyond the store, and it received great acclaim. In addition to building the pop-up space, the project led the entire business, including airing teaser videos, store operations, tenant management, and proposing A-Z integrated marketing.