Collaboration with Metro Department Store to Promote K-Brands
Pop-up Store at Paragon Mall Central Plaza Until October 5
Shinsegae International announced on September 26 that it has opened its first-ever global pop-up store in Singapore, known as the hub of Southeast Asia.
Scene from the Vidi Vici makeup show held at the Singapore pop-up. Provided by Shinsegae International.
From September 25 to October 5, Shinsegae International is operating a large-scale pop-up store covering 324 square meters (approximately 100 pyeong) at the central plaza of Paragon Mall, located on Orchard Road, one of Singapore's top three shopping districts.
This is the company's first global pop-up store since its establishment and features six of its own fashion, beauty, and lifestyle brands, including Studio Tomboy, Vov, Man on the Boon, Vidi Vici, Jaju, and Rawrow. Through this pop-up store, Shinsegae International aims to actively promote its brands in Singapore, where enthusiasm for K-fashion and K-beauty is high, and to build global brand recognition.
For this event, Shinsegae International has partnered with the renowned Singaporean department store chain, Metro. Metro operates two stores in Singapore and 17 stores across Indonesia, making it a leading department store in Southeast Asia.
The pop-up store is located at the central atrium plaza on the first floor of Paragon Shopping Centre. All six brands are participating to provide an immersive curation experience in a spacious area of 324 square meters (about 100 pyeong).
The store design features the signature red color representing both companies' identities and makes extensive use of organza fabric. In addition, it incorporates the heritage of Peranakan culture, which symbolizes Singapore's immigrant history, creating a space that blends tradition with modern sensibilities.
Inside the pop-up store, visitors can find limited-edition products created in collaboration with local artists, a makeup show that vividly showcases K-beauty, and an exhibition of works by artist Joo Jaebeom, who highlights unique aesthetics through photographs printed on traditional Hanji paper.
Studio Tomboy is unveiling a limited-edition silk screen printed collaboration T-shirt created with the renowned Singaporean design crew, Funk Studio. Women's wear brand Vov is introducing its Basquiat Collection, a collaboration with the American artist Jean-Michel Basquiat, along with special products tailored to local customers' tastes and trends. Jaju is offering a variety of lifestyle products, from loungewear to body and bath items. Vidi Vici, which recently underwent a global rebranding, will host makeup shows twice daily, where its exclusive makeup artist will demonstrate K-beauty techniques on-site.
Customer promotions are also available. Visitors who purchase products at the pop-up store will receive a limited-edition pocket foldable shopping bag on a first-come, first-served basis. In addition, customers who make purchases will have the chance to win generous prizes, including round-trip business class tickets to Korea and hotel stays in both Seoul and Singapore, through a lucky draw.
All products showcased at Shinsegae International's Singapore pop-up store will be available for purchase through Metro Department Store's official online mall until the end of this year. Additionally, a dedicated pop-up space within Metro Department Store will operate until November 2, offering the same products.
A Shinsegae International representative stated, "Rather than simply creating a store for product sales, we have designed a special space that facilitates cultural and content exchange between the two countries through collaboration with a local company. We will continue to plan various events to further promote K-fashion and K-beauty and to expand our presence in the global market."
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