Within the 5th floor of Seoul’s Lotte department store Universal created a 1,480 sq foot luxury retail environment.  Known as Eliden, the area was dedicated to women’s luxury items from New York, Tokyo, Milan and Seoul.

Universal lined the gallery styled space with a sculptured tiled wall.  The intention of the wall with its 3-D representation of a traditional Korean textile was to frame contemporary design while referencing Korea’s traditional crafts. The space was then broken up by a series of small rooms separating brands without completely segregating them. This was informal separation was achieved with translucent and transparent screens lit by lights situated at their base.

The floor also included a number of designated areas for concession brands, display and seating as well as a television studio for Lotte’s new fashion channel.