Lotte Department Store 2026

Lotte Department Store:
Mã Đáo Thảnh Thơi

2026

In the highland regions, horses are far more than just a part of daily cultural life. From trekking up to the terraced fields to carrying goods to vibrant local markets, they are an invaluable asset. But beyond all their hard work, they are cherished friends.

After a year of tireless dedication, Tet arrives as a well-deserved pause for everyone to recharge, and these hardworking friends are no exception.

When they finally get the chance to truly relax, horses will lie down and sink into a deep, peaceful sleep. And just like us, they dream. What does a horse dream of? We imagine a world of pure leisure, completely carefree and unburdened.

This gentle, heartwarming vision became the core inspiration for Studio Cohe as we crafted the visual narrative for the "Mã Đáo Thảnh Thơi" campaign for 2026, in proud collaboration with Lotte Department Store.

A huge thank you to Lotte Department Store and Lotte Mall for your incredible support. We are deeply grateful for your trust and collaboration in nurturing this vision and helping us it to life.

Credits

Creative DirectorsHiep H, Colin Tran

Project ManagersColin Tran, Trangtoof

Associate Creative DirectorHwee

DesignersHwee, Long Anh, Hiep H

IllustratorHwee

3D ArtistDat Nguyen

MotionÌ Mô Nguyễn, Hoàng Phúc

Spatial DesignLong Anh

SupportMinh Hong

Showcase PhotographyTung Lam

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