Shinsegae Department Store Times Square Branch, First Domestic Unveiling of Louis Vuitton×NBA

Shinsegae Times Square Store 1st Floor LV×NBA Popup Store Interior (Photo by Shinsegae Department Store).

Louis Vuitton×NBA Collaboration Popup Until the 6th of Next Month
Popup Stores Presented in 6 Cities Worldwide... The Only One in Korea
Exclusive Shinsegae Products Including Jackets, Bags, and Shoes Also on Sale

[Asia Economy Reporter Kim Yuri] Shinsegae Department Store Times Square announced on the 30th that it will exclusively present the second collaboration popup store between Louis Vuitton and the National Basketball Association (NBA) in Korea, which is being showcased in six cities worldwide.

The 'Louis Vuitton×NBA Capsule Collection' popup stores will open in six cities worldwide including Seoul, Shanghai, Chengdu, Shenzhen in China, Tokyo in Japan, and Doha in Qatar. It can be visited on the first floor of Shinsegae Times Square until the 6th of next month, with various exclusive products prepared.

This collaboration project, held for the second time this year following last year, is characterized by Virgil Abloh, Louis Vuitton's Men's Artistic Director, drawing inspiration from various fields such as sports and fashion, utilizing trademarks of Louis Vuitton and the NBA.

The popup store is designed around three concepts: 'Travel, Game, Press Conference,' reflecting the actual environment of basketball players to express a sense of presence. Basketball leather jackets, gym bags, and Ollie slip-ons (sneakers) will be sold exclusively at Shinsegae during the popup period.

The Louis Vuitton store at Times Square was expanded and renewed last year in the men's section, boasting the largest scale among Shinsegae stores based on a single store in Seoul.

This year, luxury sales at Times Square have also increased significantly. Looking at the performance from January 2 to May 26, the overall luxury category grew by 46.6% compared to last year, and sales among the 20s and 30s age group increased by 38.1%. Times Square plans to target the MZ generation, known as the 'new consumers,' through this Louis Vuitton×NBA popup.

Cha Jeongwon, General Manager (Executive Director) of Shinsegae Times Square, said, "Shinsegae Department Store has established itself as a stage where global luxury brands introduce new products first, targeting the Asian market," adding, "We will continue to uphold the status of Korea’s representative department store with differentiated content leading the industry."

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