Lotte Hotel, part of Lotte Group, will open a new lifestyle concept hotel called “L7 Myeongdong” in Seoul on Jan. 12.

The L7 will offer stylish facilities, where hotel staff will sport jeans, oxford shirts and slip-on shoes in bright and lively colors in order to appeal to guests as “friendly and caring,” the hotel affiliate said.

The hotel, situated in Myeong-dong ― Seoul’s downtown shopping district frequented by hallyu tourists ― will primarily target female guests in their 20s-40s who enjoy stylish lifestyles, Lotte Hotel said.

The L7 will seek to cater to tourists visiting nearby cultural attractions such as Gyeongbokgung Palace and Insa-dong.

Fashion designer Jung Kuho, artist Todd Holoubek and photographer Cider participated in the hotel development.

Lotte Hotel currently operates the luxury hotel brand Lotte Hotel, the business hotel brand Lotte City Hotel, and resorts in Buyeo, South Chungcheong Province, and Jejudo Island. It also operates four country clubs in Gimhae, South Gyeongsang Province, Jejudo Island, Seongju, North Gyeongsang Province, and Buyeo.

“With the addition of the lifestyle hotel brand L7, the company will establish itself as a true hotels and resorts group that can satisfy every customer’s needs,” the company said in a press release.

For more information, visit www.lottehotel.com/l7/myeongdong.

(hkp@heraldcorp.com)