Lotte Department Store is opening an NFT gallery to exhibit digital artworks. It will be called the “Next Museum” and will be inaugurated at Lotte World Mall in Seoul on Dec. 23.

Lotte Department Store is holding an NFT art exhibition which is a first in the retail sector. The company is having an exhibit for non-fungible tokens as part of its efforts to appeal to the younger generation of consumers. It is aiming to communicate with people, targeting those in their 20s and 30s who have turned out to be the new big spenders of this era.

As per Pulse News, the first NFT exhibit at Lotte Department Store’s Next Museum is set to showcase different pieces of art using fruits. The retail firm said on Monday, Dec. 19, that the artwork of Yoon Byung Rock, who is well-known for his paintings of apples, will be part of the exhibit.

He will be introducing his new works as well as NFT art pieces along with pixel artists Joo Jae-bum, Park Xohee, and BBM. Moreover, the exhibit will feature existing artworks where digital technologies were applied to create a digital version.

The Next Museum will take up about 300 square meters of space on the second floor of the mall. The organizers will also use the digital signage in the Lotte Mall to display the NFT artworks in the gallery.

“Lotte World Mall has continuously made efforts to make an impression on millennials with the opening of global brands’ mega shops and various pop-up stores,” a Lotte Department Store official said in a statement. “With the new spatial content using NFT, the store will provide an opportunity for a new experience for them and cement its lead as a shopping and retail mecca.”

Visitors of the Next Museum will get to see a number of items with NFT content, such as fashion accessories, beverages, food, and experiential activities. These were made in collaboration with artists and major brands.

Meanwhile, Smart Times reported that Lotte Department Store is launching the digital gallery in partnership with Ground X, Kakao’s blockchain research subsidiary. Visitors may also buy the NFTs via Ground X’s Klip Drops NFT marketplace.