Seoul City Operates Showroom for Emerging Brands at The Hyundai Seoul... 12 Brands' New Products

12 Emerging Dongdaemun Brands Showcase Seasonal Apparel at The Hyundai Seoul Agency Hall

[Asia Economy Reporter Lim Cheol-young] A showroom-style pop-up store where customers can try on and purchase 2021 F/W products from 12 emerging Dongdaemun fashion brands, which were previously only available through online shopping malls, will be operated at The Hyundai Seoul.

On the 13th, the Seoul Metropolitan Government announced that, leveraging the characteristics of The Hyundai Seoul, unlike traditional department stores, the showroom space will be designed to target the MZ generation as the main customer base, adding the enjoyment of experiencing each brand's individuality and story beyond simple product purchases.

This pop-up store is part of the 'Online Dongdaemun Network Fashion Fair' (hereafter 'Ondongne Fashion Fair'), a project that supports 30 companies selected through a public contest among fashion brands based in Dongdaemun by organizing online and offline pop-up exhibitions, live commerce, and online overseas order fairs.

Citizens visiting the pop-up event can get closer to designer brands they usually only encounter online and try on new products in person. Additionally, an Instagram certification photo event will be held for visitors.

Park Dae-woo, Director of Economic and Job Planning at Seoul City, said, "This pop-up event will secure various channels for emerging designers and brand products leading Dongdaemun fashion to expand their contact points with consumers," adding, "We have prepared various attractions such as brand stories and events, so we look forward to the interest and visits of many citizens."

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