Fashion platform W Concept said on the 12th it will open a pop-up store themed as a giant wardrobe, "W Closet," in Seongsu-dong, Seongdong-gu, Seoul, for five days from the 19th to the 23rd. The aim is to present W Concept's vision for short-form content commerce and create a space where customers can experience brand products firsthand to strengthen engagement.
The theme of this pop-up store is "finding my own concept." Once inside the giant wardrobe pop-up, visitors can experience five fashion stylings proposed by W Concept. Popular W Concept fashion brands such as Nilby P, Siyaju, Lookast, and Lululemon, as well as beauty and lifestyle brands including Rainbow Mansion, Huxley, Starbucks, and Bang & Olufsen, will be showcased.
The pop-up store hours are from 12 p.m. to 8 p.m. daily, and only on the first day, the 19th, it will operate from 4 p.m. It is available on a first-come, first-served basis without a separate reservation. After experiencing all the wardrobes set up inside the pop-up and completing the missions in each zone, visitors will receive random benefits such as a limited-edition keyring and a gift box worth 500,000 won.
Online, a customer participation event, "Shortplanking," runs through the 30th. Points accumulate when watching short-form content and each time short-form content is uploaded. Customers with high weekly cumulative scores will receive random prizes through a drawing.
Park Seok-young, W Concept's head of marketing, said, "We decided to open a pop-up store in Seongsu-dong to expand customer touchpoints," and added, "It will be an opportunity to try and experience W Concept's representative fashion, beauty, and lifestyle category products firsthand."