Lego Korea Opens "Lego Valentine's Day Pop-up Store" in Seongsu-dong

Targeting Millennial & Gen Z Couples with the "Bloom Bar" Concept

Lego Korea announced on the 6th that it will be operating the "Lego Valentine's Day Pop-up Store" at Musinsa Store Seongsu through the 25th in celebration of Valentine's Day.

Lego Korea has joined hands with Musinsa to strengthen its connection with Millennials & Gen Z, unveiling this pop-up store in Seongsu-dong, Seoul, which is known as the "mecca of pop-up stores."

The pop-up store will offer a unique experience for young visitors by featuring a range of adult-targeted products centered on the "Lego Botanical" series for the Valentine's Day season. A variety of programs have been prepared, including a Lego rose building experience, a photo zone decorated with Lego flowers, and gift curation services.

Lego Korea will operate a Lego Valentine's Day pop-up store at Musinsa Store Seongsu in Seoul through the 25th. Lego Korea

First, in an experience zone designed under the "Bloom Bar" concept, inspired by the moment a flower blooms, a program will be run where two people can assemble a single Lego rose together and share their feelings. The completed Lego rose can be placed in a dedicated carrier and either given as a gift or kept personally. After the experience, visitors will also receive a pop-up-exclusive postcard to convey unchanging affection. Participation in the building experience is available by advance or on-site registration through Naver Reservation.

Photo zones decorated with various types of Lego flowers have been set up throughout the space. In addition, gift curation services are offered according to different situations and preferences. Benefits for customers have also been generously prepared, including discounts of up to 30% on popular products, gifts based on purchase amount, and a lucky draw event.

As part of its strategy to expand its adult customer base, Lego Korea has also officially entered the Musinsa Boutique. Around 200 products that are popular among adult fans, including the "Lego Botanical" series, are available there.

A Lego Korea representative said, "We planned this pop-up store with Musinsa for young people who are looking for a unique experience on Valentine's Day," adding, "We hope you will convey your unchanging feelings with ever-blooming Lego flowers and create special memories with your loved ones."