Let’s go, LOVELY SPRING
[Shopping Mall Spring Season Project]
LOTTE WORLD MALL, Seoul
Janine Rewell, Helsinki
The idea behind the spring season project “Let’s go lovely spring” for the Lotte World Mall was to promote the shopping centre not only as a place for consumption, but also as a place that represents the happiness of love and sharing. In collaboration with illustrator Janine Rewell, a fairy tale story was created about a chubby airship that is going on a trip to a magical flower cloud. The entire mall was decorated with elements from this story, including window displays, large imaginative 3D sculptures and posters. After the project, these elements will be sold at a charity auction and the funds will be used for child aid projects.