Lotte Hotels & Resorts will renew the main building of Lotte Hotel Seoul and introduce a new high-end brand, "THE GRAND LOTTE." It is the company's first luxury brand in about nine years since the launch of "Signiel" in 2017. The plan is to expand a portfolio targeting global luxury customers based on the existing heritage of Lotte Hotel.
Lotte Hotels & Resorts said Tuesday that it will open "The Grand Lotte Seoul" on August 14. The Grand Lotte Seoul is a flagship hotel that renovates the guest rooms of the main building of Lotte Hotel Seoul, which opened in 1979, and applies the new brand. While Signiel is a brand that leads with a modern "new luxury" sensibility, The Grand Lotte takes on a different character as a high-end brand emphasizing Lotte Hotel's heritage and classic dignity.
The Grand Lotte's brand philosophy is "a symbol of timeless dignity and elegance." Lotte Hotels & Resorts plans to add a modern sensibility to classic luxury and reflect the brand identity across all elements customers encounter, including desserts, flowers, and scents, as well as guest rooms and services.
Korean elements are also embedded in the brand identity. The logo reinterprets the symmetrical structure of traditional knot-tying techniques in a modern way, created in a monogram form combining the brand initials G and L. Designs that interpret traditional elements in a modern way are also applied to guest rooms and uniforms.
A special time sale, "The Grand Festa," will also be held to commemorate the brand launch. The products consist of three types: room-only, breakfast-inclusive, and lounge. Guests will receive benefits including one bottle of wine, Lotte Hotel hand wash, and late checkout.
The reservation period runs from the 24th to the 30th of this month. The stay period is from July 1 to September 30, and the renovated guest rooms can be used after August 14.
"The Grand Lotte is a brand introduced to respond to the global luxury market, where customer tastes are becoming more segmented," a Lotte Hotels & Resorts official said. "We will build a refined brand portfolio and expand customer touchpoints in key global cities."
