Samsung C&T Fashion Beaker 'Orari' Opens First Popup at Shinsegae Department Store Gangnam Branch

[Asia Economy Reporter Song Seung-yoon] Samsung C&T Fashion Division announced on the 16th that AURALEE, a global brand operated by BEAKER, has opened its first domestic pop-up store on the 6th floor of Shinsegae Department Store Gangnam Branch.

Through this pop-up store, AURALEE prepared men's and women's products including shirts, turtlenecks, sweatshirts, jackets, coats, skirts, and slacks. AURALEE is a brand launched in 2015 by Ryota Iwai, a designer from Kobe, who utilized his experience as a modelist and designer.

The idea was inspired by the form of fabric being wrapped, expressing the potential and extensibility of fabric through the pop-up space. The dressed form of the clothes embodies Ryota Iwai's philosophy that the value of existence is determined by the potential and extensibility of the fabric.

Shin Ji-yeon, head of the BEAKER group, said, "We plan to strengthen branding through the opening of AURALEE's first pop-up store, which has gained a reputation for perfect quality and structural silhouettes," adding, "We intend to increase customer touchpoints based on various distribution strategies in the future."