Exclusive Store Operated Until January Next Year
Showcasing Collaborative Products with Fashion Designer Ulla Johnson
Lotte GFR announced on the 23rd that it will launch the 'Cawe House Hannam' pop-up store.
'Cawe' is a French premium lifestyle brand that began in 1965 by launching the world's first functional windbreaker in France. This is the first time Cawe is opening a standalone pop-up store. To meet various customers beyond department stores and online channels and to increase brand intimacy, they opened a standalone store. Located in Hannam-dong, which is emerging as a center of fashion and culture, it will operate year-round until January next year.
This pop-up store will showcase and sell the 2024 Fall/Winter collection and accessories. It will present various collaborative contents with brands and artists, including the world premiere of limited edition products in collaboration with famous designers. Additionally, it will operate as a customer experience space embodying the cultural functionality of the Cawe brand, providing customers with various attractions and entertainment.
Cawe Hannam House will also offer visual attractions through collaborations with various brands. The global collection co-created by Cawe and fashion designer Ulla Johnson, famous for her 'Bohemian look' featuring elaborate embroidery and prints, will be launched worldwide for the first time.
The interior was designed in collaboration with 'rareraw,' Korea's first metal furniture and lifestyle brand. In one corner of the store, there will also be an ice cream stand selling ice cream from the French butter ice cream brand 'BEURRE BEURRE.'
Various events for customers to enjoy will also be held. From the opening day of the pop-up store, a previously unreleased photo poster of the 2024 Fall/Winter collection by K-pop idol Shownu of Monsta X, recently appointed as Cawe's global brand ambassador, will be given on a first-come, first-served basis, one per person. Customers who purchase the 'Le Vrai Windbreaker' will also receive a set of photocards and postcards as a benefit.
Moreover, graffiti artist Royal Dog (Shim Chanyang), who gained worldwide fame for the mural 'Black Person Wearing Hanbok,' will offer an opportunity to engrave the Cawe logo and various graphic designs on the Le Vrai Windbreaker. Various promotional events such as DIY keyrings, photo booths, and crane prize games, which can only be experienced at 'Cawe House Hannam,' will also be operated.
Park So-jung, head of marketing at Lotte GFR, said, "This 'Cawe Hannam House' has been prepared as a space where customers can directly experience the brand by offering a variety of attractions and entertainment," adding, "We will continue various activities to strengthen Cawe's brand position and make it a more familiar brand to customers."
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