"Shedding Old Image, Taking a New Path"... Visiting the 'Chivas Regal Gil'

Popup Store Opens in Apgujeong Rodeo... Operating Until the 26th of Next Month

The exterior view of Pernod Ricard Korea's 'Chivas' popup store 'Chivas Regal Gil' located in Apgujeong Rodeo, Seoul.

“Through the Chivas Regal Gil, we hope that a new generation and consumers in Korea can share the Chivas experience together.”

Pernod Ricard Korea is opening a pop-up store for the global whiskey brand ‘Chivas’ called ‘Chivas Regal Gil’ in Apgujeong Rodeo, Seoul. Chivas is a blended whiskey that began production in 1801 in Aberdeen, Scotland, when brothers James and John Chivas founded ‘Chivas Brothers.’ Alongside Ballantine’s, it is one of Pernod Ricard’s flagship whiskeys.

When visiting Chivas Regal Gil on the 11th, the space was so ‘hip’ that it made you forget that Chivas is a brand with over 200 years of history. Although Chivas is one of the most recognized whiskey brands in Korea, it has recently struggled to gain strong popularity among younger consumers due to its somewhat old-fashioned image. This pop-up store strongly reflects Chivas’s determination to overcome this challenge by shedding its outdated image and exploring a new path throughout the space.

Upon entering the three-story pop-up store, the impression is more of a sophisticated bar than a temporary brand store. Deep inside the store, the ‘Drunken Tiger Bar’ and walls lined with Chivas whiskey bottles catch the eye, naturally encouraging visitors to refresh themselves with a Chivas cocktail while exploring the space. Opposite the bar, there are also tenants such as the pizza specialty restaurant ‘Clap Pizza’ and the craft burger brand ‘Downtowner,’ arranged so visitors can comfortably enjoy their food at standing tables.

Main photo zone set up on the 2nd floor of 'Chivas Regal Gil'

The second floor features a space led by Lisa of BLACKPINK, Chivas’s Asia brand ambassador. To commemorate the release of the limited edition ‘Chivas 18 X Lisa,’ this area exhibits the limited edition ‘Chivas 18’ product that Lisa personally participated in, alongside media art, and it is available for purchase, which is expected to attract K-pop fans. Besides the main photo zone featuring Lisa, the pop-up store is decorated with neon pink and blue lighting and various Chivas editions released domestically and internationally, plastic liquor crates, and Chivas posters, making nearly every corner a photo zone where visitors can enjoy taking pictures.

Chivas Regal Gil incorporates neon lighting along with exposed concrete and construction scaffolding workbenches, creating a somewhat rough overall interior. This intentionally unrefined atmosphere, rather than a luxurious one, is expected to play an effective role in positioning Chivas as a young whiskey that can be enjoyed comfortably and without burden, rather than a heavy, mature whiskey.

The third floor is designed as a space for diverse experiences beyond just visual enjoyment, featuring booths where visitors can customize Chivas highball glasses and a live drawing zone. Additionally, every Friday, performances by artists representing the domestic hip-hop scene are scheduled, and a street dance workshop is held biweekly.