Apollon Immersive Works Renews Star Avenue, Lotte Duty Free's Flagship Brand Experience Space
From a passageway to a K-pop destination, with media, interaction, and retail designed as one
Sep 4, 2026
Apollon Immersive Works (CEO Lee Taekjin), a digital landmark design studio, has completely renewed Star Avenue, Lotte Duty Free's flagship brand experience space.
Reopened on January 10, 2026, Star Avenue has undergone its first major overhaul in about 17 years since opening in 2009. Apollon Immersive Works handled the entire process, from concept planning, interior and hardware design and supervision, to content production and a brand identity (BI) refresh.
From a Passageway to a K-pop Destination
The core design philosophy of the renewal is "From Passage to Destination." The project began with one goal: to turn a space people simply walked through into a destination where FIT and MZ visitors to Myeongdong choose to stop and stay.
To get there, Apollon Immersive Works introduced a new spatial concept, STARIUM, combining "star" and "-ium" (a place). Designed as a space where stars and fans connect, STARIUM centers on a welcome show that runs every 15 minutes, with media, content, and sound linked along the entire route to create a brand experience unique to Lotte Duty Free.
A consistent arch design language runs through the whole space, so the interior, media, and interactive elements read as one. From the Star Highfive Zone through the Media Wall and the Experience Zone to the Branding Zone, the same sense of space continues without a break.
At its center is a tunnel-shaped media space spanning about 24m. In a 13K ultra-high-resolution environment of curved media and eight interactive booths, visitors experience K-pop in their own way while sharing one immersive space. It is designed so that FIT travelers visiting alone can enjoy it with ease.
A Brand Experience That Turns Sightseeing into Shopping
The results of the renewal are clear in the numbers. In the two months after opening, average daily visitors reached 16,000, about twice the pre-renewal figure, and cumulative visitors passed about 1.12 million. Star Avenue is quickly becoming Myeongdong's new K-pop landmark.
"We combined the latest media technology with interactive elements to strengthen Star Avenue's place as a must-visit stop in Myeongdong for global travelers," said Lee Taekjin, CEO of Apollon Immersive Works. "We hope many visitors will experience Apollon's immersive media space design."
Apollon Immersive Works is a digital landmark design studio with a strong track record in media design for large resorts and retail spaces, including Under the Blueland, the signature media show known as the "whale show" at INSPIRE Entertainment Resort on Yeongjong Island. It is currently designing spaces for new resorts in major tourist destinations, including Busan.
