Shinsegae Department Store Sneaker Edit Shop 'Case Study' Opens Pop-up Store in Seongsu-dong

Shinsegae sneaker select shop 'Case Study Ga' will operate a hotel concept pop-up store for one month from the 15th in Seongsu-dong. The photo shows the 'Hotel Case Study' logo. (Photo by Shinsegae)

[Asia Economy Reporter Seungjin Lee] Shinsegae's sneaker curated store 'Case Study' is expanding its scope to lifestyle. This is the first time it introduces household items in addition to sneakers and T-shirts.

Case Study will hold a hotel-concept pop-up store for one month starting from the 15th by renting a wine bar in Seongsu-dong. In collaboration with the global street brand 'Chinatown Market (CTM)', it will sell tableware, mugs, and more.

Case Study, which first opened in 2017 as a sneaker-focused curated store within the luxury brand store Boon the Shop, plans to expand its range beyond clothing (衣) and food (食) to housing (住), aiming to captivate young customers in their 20s and 30s.

Under the theme 'Hotel Case Study', this pop-up will introduce products such as bedding sets, pajamas, and rugs for the first time, matching the atmosphere of a hotel.

The unique space is also a highlight. Instead of the existing Cheongdam-dong Case Study store, the wine bar 'Lost Seongsu' in Seongsu-dong, which is easily accessible to the 'MZ generation' (born early 1980s to early 2000s), will be decorated with a hotel concept interior, offering visitors the feeling of purchasing items placed in an actual hotel room.

Chinatown Market, participating in the collaboration, is a global street brand popular among the MZ generation, known for its distinctive smile design and various collaboration products with figures like Michael Tyson and Shake Shack.

Shinsegae plans to leap beyond fashion brands to become a 'total lifestyle brand' for the MZ generation by leading with unique collaboration products with global street brands.

The main products of this pop-up store include Case Study X Chinatown Market T-shirts priced at 59,000 KRW, bedding sets at 168,000 KRW, and a set of four plates at 89,000 KRW. Lifestyle products such as Case Study eco bags, towels, and keyrings, directly planned by Boon the Shop buyers, will also be available.

In addition to unique products, limited collaboration drinks with 'Lost Seongsu' will be sold during the pop-up period, providing abundant enjoyment for visitors. Furthermore, the lifestyle specialty brand 'Casamia' has designed the space to offer a more luxurious virtual hotel experience.

Meanwhile, Case Study has been loved by the MZ generation through various collaborations. Unique products without genre boundaries, such as those with 'JW Anderson', 'The North Face', 'Shake Shack', and 'Vogue Korea', have drawn long lines of customers at every event.

Thanks to the popularity among the MZ generation, the Boon the Shop Case Study online site, launched last April, has surpassed 600,000 cumulative visitors in just five months. Starting with the exclusive domestic sale of 'New Balance X Casablanca' sneakers, it has sold 'Converse X Moncler', limited edition New Balance, and more, with cumulative sales exceeding 300 million KRW.

Kim Deok-ju, Executive Director in charge of Boon the Shop at Shinsegae Department Store, said, "At Boon the Shop Case Study, which leads trends, we are newly introducing lifestyle products targeting the MZ generation," adding, "We will continue to present Shinsegae's innovative content."

This content was produced with the assistance of AI translation services.