Hyundai Department Store unveiled its latest venture by introducing the first-ever pop-up store of the renowned French brand PATOU in Korea. Located on the first floor of The Hyundai Seoul, this exclusive pop-up store will be open until July 12. In the accompanying photo, employees can be seen showcasing the brand’s signature products at the ‘PATOU’ pop-up store. (Image courtesy of Hyndai Department Store)
SEOUL, June 28 (Korea Bizwire) – South Korea’s department store chains have been opening a series of pop-up stores to showcase new and captivating products, positioning themselves as trendsetters for individuals in their 20s and 30s.
Hyundai Seoul solidified its trendsetting status by launching over 250 pop-up stores last year, attracting more than 2 million visitors.
The Hyundai Seoul’s revenue from members of the “MZ generation,” referring to millennials and Generation Z, now accounts for 55 percent, more than double the average of 15 Hyundai Department Store outlets.
Lotte Department Store transformed the Atrium Square of Lotte World Mall into a large-scale pop-up venue catering to the MZ generation.
The Atrium Square, drawing over 10,000 visitors daily, became a popular destination through hosting a total of 24 pop-up events last year.
On Wednesday, Lotte Department Store made an exciting announcement regarding the opening of a captivating pop-up exhibition featuring the prestigious Swiss luxury watch brand ‘IWC.’ Titled ‘ENGINEERING BEYOND TIME,’ the exhibition will be showcased at ‘The Crown’ located in Lotte World Mall, Jamsil, Songpa-gu, Seoul until July 9. The accompanying photo offers a glimpse of the remarkable ‘IWC’ pop-up exhibition situated in The Crown on the basement floor of Lotte World Mall in Jamsil. (Image courtesy of Lotte Department Store)
Shinsegae Department Store operates The Stage, a luxury brand-centered pop-up space at its Gangnam outlet. The store plans to hold 29 pop-up events this year, including 14 between February and June.
Consequently, major department stores are increasingly focusing on pop-up stores to actively incorporate rapidly evolving trends into their brick-and-mortar establishments.
As the trend of “open run,” a term used in Korea to describe the rush of consumers to enter stores or businesses to purchase or sign up for desired products or services, gains popularity among young individuals, various businesses are reaching out through pop-up stores, establishing a mutually beneficial relationship between industries.
Department stores are increasingly opening pop-up stores to offer customers distinctive and engaging experiential content. An excellent illustration of this trend is the offline event organized by Hyundai Department Store, where the entire store was adorned with enchanting Disney characters. (Image courtesy of Hyundai Department Store)
Ashley Song (ashley@koreabizwire.com)
