AVENUEL, opened in 2005 and directly connected to Euljiro 1-ga Station Exit 7

A Luxury-Goods Department Opened on March 25, 2005, at the Former Hanbit Bank Site

Avenuel is Lotte Department Store’s luxury-goods department, which opened on March 25, 2005, at the former Hanbit Bank site in Sogong-dong, Seoul. At the time of opening, press reports stated that its total floor area was approximately 5,200 pyeong, that 96 luxury brands had stores there, and that the first through fifth floors were arranged as luxury-goods stores.

The building’s arrival was part of an effort to link Lotte Department Store’s Main Branch, opened in 1979, Young Plaza, opened in November 2003, and the adjacent hotel and duty-free shopping areas into a single downtown commercial district. Lotte Shopping’s 2006 annual report described Avenuel as a luxury-goods department opened in 2005 to meet demand from top-tier customers.

Route from Exit 7 of Euljiro 1-ga Station to Basement Level 1

The simplest public-transportation access point is Exit 7 of Euljiro 1-ga Station on Seoul Subway Line 2. According to Lotte Department Store’s official directions, this exit connects directly to the department store’s basement level 1, making it especially practical for travelers carrying luggage or visiting on rainy or snowy days.

Myeong-dong Station on Line 4 is approximately a 10–15-minute walk away, while City Hall Station and Jonggak Station on Line 1 are each about a 10-minute walk away. Buses including routes 100, 143, 151, 152, 202, 261, 262, 405, 501, 701, 705, and 707 stop at the “Department Store Main Entrance” stop (02140); airport buses 6015 and 6021 stop at stop 02681.

• For the address, first refer to the official branch listing: Avenuel, Lotte Department Store Main Branch, 73 Namdaemun-ro, Jung-gu, Seoul.
• The road-name address 81 Namdaemun-ro, Jung-gu, Seoul is also used for the Main Branch building complex.
• For taxis, saying “Lotte Department Store Main Branch Avenuel, Exit 7 of Euljiro 1-ga Station” makes the destination easy to distinguish.

How to Check Variable 10:30–20:30 Hours and Monthly Closing Days Before Departure

Lotte Department Store’s official branch page states that Avenuel’s operating hours are the same as those of the department store. The general hours currently displayed are 10:30–20:30, while the restaurant area is listed separately as 10:30–21:00. However, regular business days may run from 10:30–20:00, while extended business days may run until 20:30 or 21:00.

Regular closing days are not fixed to the same day each week and are announced monthly. Individual brand stores may also close on Lunar New Year’s Day, Chuseok Day, or department store closing days, so it is safest to check both the branch calendar for your visit date and whether your desired brand will be open. The main telephone number is 1577-0001, and the official branch page is https://www.lotteshopping.com/store/main?cstrCd=0394.

• Admission itself is free, and no separate admission ticket or advance entry reservation is required.
• Consultation and purchase waiting procedures at luxury stores vary by brand, so it is advisable to check whether individual-store reservations are available before visiting on weekends or in the evening.
• The general operating information for the Lotte gift certificate sales counter is 10:30–19:00, so if you intend to buy gift certificates, it is better to avoid arriving just before closing.

Main Branch Basement Parking Rates Starting at 50,000 Won for One Hour

When arriving by car, the parking lot reserved for Avenuel is for members only, so general visitors must use the underground parking lot at Lotte Department Store Main Branch. Free parking based on purchase amount is listed as one hour for 50,000 won, two hours for 100,000 won, and three hours for 150,000 won.

Without a purchase, the charge is 3,000 won for the first 30 minutes and 1,000 won for every additional 10 minutes. Parking inquiries can be made at the parking office at 02-772-3077~8. The Main Branch parking terms state that the members-only Avenuel parking lot operates from 10:30–21:00 and does not operate overnight.

• On weekends, pedestrian traffic in the Myeong-dong area overlaps with downtown traffic, so the subway is more advantageous for predicting travel time.
• The parking terms state that purchase discounts and VIP discounts may not apply to overnight parking.
• Parking benefits may vary according to receipts and same-day policies, so check the payment conditions before exiting.

Two to Four Hours from Shopping on B1–5F to the Cinema on Floors 6–8

Tourism information materials introduce the basement level 1 through fifth floors as housing stores focused on international fashion, accessories, and jewelry, with Lotte Cinema on floors 6–8. The ninth floor has been described as containing restaurants and exhibition spaces, while the tenth floor has been presented as having clinics and spa-related facilities. However, the tenant mix may change frequently, so check the floor directory on the day of your visit.

If you visit only a few brands, one to two hours is sufficient; if you combine shopping with a meal or a movie, allowing three to four hours is more realistic. The Louis Vuitton Main Branch women’s store lists separate hours of 10:30–20:00 on weekdays and 10:30–20:30 from Friday to Sunday, and advises that weekday evenings and weekends are busy and that weekday visits are recommended.

• If shopping is your main purpose, decide on the floors and reservation policies for your target brands first to reduce travel time.
• If you add a movie, check whether the screening’s end time fits the department store’s entrance and exit routes.
• Stroller rentals are reportedly available, while pets are not permitted.

A Half-Day in Sogong-dong Linking Myeong-dong, Namdaemun Market, and City Hall

Avenuel is near the northern gateway to the Myeong-dong commercial district, making it easy to create either a route heading south from Euljiro 1-ga Station toward Myeong-dong’s pedestrian streets or a westward route toward City Hall and Deoksugung Palace. According to official directions, Myeong-dong Station is a 10–15-minute walk away, while City Hall Station is a 10-minute walk away.

Namdaemun Market is suitable for combining into a separate itinerary heading southwest, but the department store’s luxury-goods stores and the market have completely different price levels and business rhythms. The department store opens after 10:30 and has monthly closing days, so it is natural from a routing perspective to begin the morning at City Hall, Deoksugung Palace, or Namdaemun Market and enter Avenuel around lunchtime.

• Details of foreign-language assistance and wheelchair or stroller services vary according to facilities on each floor, so inquire in advance at 1577-0001.
• Because there are several entrances and underground connecting passages, specify the floor when arranging to meet your group, such as “Basement level 1 at Exit 7 of Euljiro 1-ga Station.”
• Travelers with no plans to buy luxury goods may find it more suitable to make use of the subway connection, the building’s exterior, and nearby Myeong-dong and City Hall routes rather than staying for an extended period.

Why It Suits Travelers with a Clear Purpose of Visiting a Luxury-Goods Department

Avenuel was designed as a specialized department that brought together 96 luxury brands when it opened in 2005, making it better suited to people with a clear purpose of visiting high-end fashion, watch, and jewelry stores than to those seeking a typical large shopping mall. If you have no purchase plans, it is better to adjust your itinerary into a short downtown walk that also includes the Main Branch food hall, Myeong-dong streets, and the City Hall area.

The official branch information applies the same operating hours to Avenuel as to the department store and provides the main telephone number and monthly closing calendar. In other words, for plans involving brand consultations, duty-free processing, parking discounts, or movie screenings, one check before departure can greatly reduce waiting and wasted trips during your journey.