Shinsegae International said on the 26th that it opened its first global pop-up store in Singapore, the hub of Southeast Asia.
Starting 25th through Oct. 5, Shinsegae International will run a large pop-up store of about 100 pyeong at the central atrium of Paragon Mall on Orchard Rd., one of Singapore's three major shopping districts.
As the company's first global pop-up store since its founding, six in-house brands from its fashion, beauty, and lifestyle institutional sector will take part, including Studio Tomboy, Vov, Man on the Boom, VDIVOV, Jaju, and RAWROW.
Through this pop-up store, Shinsegae International plans to actively promote its brands in Singapore, where the craze for K-fashion and K-beauty is strong, and build global recognition.
For this event, Shinsegae International joined hands with Singapore's well-known department store chain "Metro" (METRO). Metro Department Store is a leading Southeast Asian department store operating two stores in Singapore and 17 department stores across Indonesia.
The pop-up store is located at the central atrium on the first floor of Paragon Shopping Centre. With all six brands participating to deliver an immersive curation, it operates in a large space measuring 324㎡ (about 100 pyeong).
The store actively used organza material based on the red color symbolizing the identities of both companies. It combines the heritage of Peranakan, a migrant culture representing Singapore, to create a space where tradition and modern sensibilities can be felt.
While unifying the overall color palette and concept, it offers a differentiated brand experience by providing independent showroom-style spaces that allow each brand to express its individuality.
Inside the pop-up store, visitors can find everything from limited-edition products in collaboration with local artists to makeup shows that vividly deliver K-beauty, as well as an exhibition of works by artist Joo Jae-beom, who showcases unique charm through photos printed on traditional hanji.
Customer promotions are also prepared. Customers who visit the pop-up store and purchase products will receive a limited-edition pocket foldable shopping bag on a first-come, first-served basis, and purchasers will be entered into a drawing to receive generous gifts such as round-trip business-class tickets to Korea and hotel stays in Seoul and Singapore.
All products showcased at Shinsegae International's Singapore pop-up store will be sold simultaneously through Metro Department Store's official online mall through the end of the year, and will also be available through a separate pop-up space set up within Metro Department Store through Nov. 2.