HANSAE MK said on the 22nd that it is expanding offline touchpoints by brand in step with a growing trend of consumers seeking to experience a brand's philosophy, sensibility, and worldview. The strategy is to increase consumer touchpoints so people can directly experience and immerse themselves in major brands such as NBA, Buckaroo, and MoiMolin, thereby building affinity.
The casual brand NBA opened a flagship store on Yeonmujang-gil in Seongsu, Seoul. The store spans three levels from the basement to the rooftop and embodies NBA's brand identity. The basement level is designed with a wood-tone interior evoking a 1990s American mood, creating a space where visitors can feel the tradition and history that NBA carries.
The first floor captures a modern and sophisticated brand sensibility with monotone colors and a large basketball rim objet. The rooftop is configured as an outdoor lounge themed around basketball to let visitors experience NBA's sports heritage more vividly. HANSAE MK also held a fan meeting event in Aug. this year with Jaylen Brown, the global marquee star of the NBA's Boston Celtics.
The vintage premium denim brand Buckaroo visually realized the brand's sensibility and philosophy by running an outdoor ad campaign along Dosan-daero in Gangnam. Rolling out since last month mainly around Dosan-daero in Gangnam, Seoul, the campaign was planned to spread the brand identity that Buckaroo has upheld.
Buckaroo placed its 25FW season campaign visuals at major Gangnam landmarks such as SB Tower, Green Smart Zone, and Riviera Hotel, creating an environment where people can encounter and recognize the brand visually in daily life. It also opened a standalone store for the "the B" collection at the Shinsegae Department Store Uijeongbu branch to strengthen offline experiences.
The babywear brand MoiMolin is also expanding content-driven stores centered on brand experiences, widening emotional touchpoints with consumers. MoiMolin newly unveiled "MoiMoki," a Nordic-sensibility baby lifestyle store designed as an experiential space where families can stay and enjoy together.
The first location, which opened on Jul. at Lotte Mall Gwangmyeong, created a one-stop shopping environment by gathering everything from newborn supplies to premium parenting items in one place. It also set up an experiential space for families visiting with children and a rest area for parents, and introduced the YES24 e-book reader "Crema Palette" to help visitors conveniently experience and purchase books related to parenting and education.