New brand blends 40-year heritage with modern sensibility; booking perks available through Tuesday

The logo of The Grand Lotte, the new high-end brand from Lotte Hotels & Resorts [Lotte Hotels & Resorts]
The logo of The Grand Lotte, the new high-end brand from Lotte Hotels & Resorts [Lotte Hotels & Resorts]

Lotte Hotels & Resorts announced Wednesday the launch of a new high-end brand, The Grand Lotte (THE GRAND LOTTE), to be applied to the main building of Lotte Hotel Seoul.

The Grand Lotte is the company's first high-end brand in nine years, following Signiel (SIGNIEL) in 2017. It is designed to offer a more refined space, service and experience than the existing upper-upscale Lotte Hotel brand.

The brand philosophy is "An Icon of Timeless Elegance." That spirit of hospitality and refinement is also reflected in the brand identity. The logo modernizes the symmetrical structure of traditional Korean knotting techniques and combines the brand's initials, G and L.

Guest rooms will be developed as premium spaces steeped in heritage. The brand plans to complete an integrated sensory experience — spanning sight, taste and scent — through signature desserts, cakes, floral styling and a proprietary scent. The company intends to expand from Seoul to key global cities.

The Grand Lotte Seoul, opening Aug. 14, is a flagship hotel created through the renovation of guest rooms in the main building of Lotte Hotel Seoul. The design draws particularly on the refined craftsmanship of French luxury and Korean aesthetic sensibility, rendered in a contemporary idiom that weaves in artistic motifs from nature alongside elements of Korean traditional beauty.

A special time sale to mark the brand launch will be offered in three package types: room-only, breakfast and lounge. All packages include a bottle of wine, a Lotte Hotel hand wash and late checkout. Reservations are open from Wednesday through Tuesday. Stays are available from July 1 through Sept. 30. Renovated rooms will be available for check-in from Aug. 14.

"We will further strengthen our brand competitiveness in the global luxury market by presenting differentiated spaces and services in major cities around the world," a Lotte Hotels & Resorts official said.


spa@heraldcorp.com