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the first department store MVG Magazine ever published in Korea

Shopping & art: each issue of the magazine is a masterpiece of design.Targeting readership within the demographic group with the highest purchasing power in Korea

Date of initial publication April 2004 / Target readership VIP customers of Lotte Department Store / Circulation 50,000

In 2004, Lotte created a shopping venue based on an entirely new concept. AvenueL merges its visitors’ shopping experiences with immersion in the cultural arts and a well-being lifestyle. Meanwhile, the publication Avenuel was launched to offer a youthful and dynamic fashion magazine to deliver the innovative concept of this shopping space to its consumers.

Avenuel is a fully-fledged fashion shopping magazine serving Lotte department store’s MVG and AvenueL’s VVIP membership. Avenuel is produced to ensure that the artistic concept of AvenueL’s spatial design is communicated through the magazine’s sensuous visuals and layout.

AVENUEL IS

  1. Sensual and inspiring fashion & beauty pictorials
  2. Introduction to the season’s trends and bestselling items for the convenience of shoppers
  3. Coverage of the global cultural arts scene

EXTENDED MAGAZINE

  • AVENUEL Wedding
  • AVENUEL TIMES

OUTDOOR

  • AVENUEL MVG CLASS