Ilssangbiilssangui Teum × New Balance, the HOT Brand of the MZ Generation Meets

Collaboration Between Telecom Companies and Fashion Brands, Where Content Meets Platform

LG Uplus's MZ communication brand ‘Ilsangbi Ilsangui Teum’ (hereinafter Teum) announced a collaboration with the global sports brand New Balance.

As a collaboration between a telecommunications company and a fashion brand, this campaign, which will provide unprecedented online and offline experiences, will be held from April 26 to May 15 through both online and offline channels, coinciding with New Balance's designated holiday, Gray Day, on May 14.

Located near Gangnam Station, Teum has grown into a complex cultural space and community brand encompassing the MZ and Gen Z generations, recording a cumulative visitor count of 600,000 in just one and a half years since its launch. It has introduced numerous bold pop-ups and exhibition experiences that are difficult for telecommunications companies to attempt, becoming a symbol of trendiness across all age groups from late teens to people in their 30s nationwide.

Analyzing online and offline visitors, Teum noted that the main visitors have a strong interest in fashion and exhibitions. The collaboration was initiated because New Balance’s brand message, which emphasizes finding one’s own balance and pursuing a comfortable life, aligns with Teum’s brand message of refreshing everyday life through unfamiliar extraordinary experiences. Both brands continuously provide new experiences for the MZ generation.

The collaboration will take the form of New Balance providing key content and Teum offering an O2O platform. The theme is ‘GREYLUST,’ capturing ‘my most precious memories right now’ through illustrations, and the space will be designed as a place to experience this both online and offline.

First, online submissions will be accepted for ‘reviving precious past stories as illustrations with 8 artists.’ Applications can be made on the Ilsangbi Ilsangui Teum website and the New Balance website, and applying through the Teum app will automatically enter participants into a lucky draw for New Balance products.

Stories submitted online will be matched one-on-one with 8 artists through a lottery and turned into illustrated works. The GREYLUST exhibition will be held at the Teum space located on Gangnam-daero from April 26 to May 15, showcasing a total of 32 GREYLUST artworks. May 14 will be the finale day, where 8 additional works based on previously submitted stories will be unveiled.

At the space, visitors can participate in Shrinkles, creating their own keychains by drawing New Balance products by hand, enjoy coloring experiences as if they were illustrators themselves, and capture their own moments with selfies as if wearing New Balance products, along with various photo zones throughout the venue.

Additionally, those who cannot visit the Teum space can create their own certification shots as if they had visited. By combining their preferred characters dressed in New Balance’s hip clothing and shoes to create and share their own Teum exhibition visit illustrations, participants will have a chance to win themed gray-colored products such as MacBook Pro, iPad Pro, and AirPods Max.

New Balance will showcase the 990 V3 for the first time in a while during this collaboration event. The 990 V3 has not been released domestically in recent years and will be specially offered to consumers in celebration of Gray Day. The actual product will be exhibited at the Teum space, and a raffle will be held on the New Balance online website on May 14, Gray Day.

A Teum representative said, “Ilsangbi Ilsangui Teum, which has established itself as a brand for the MZ generation with over 600,000 cumulative visitors through bold pop-ups and exhibition experiences, has joined hands with New Balance, which enjoys high popularity among the MZ generation with its trendy shoe and apparel designs. As we prepare for the recovery of daily life, we hope many look forward to this offline event held after a long time.”

This collaboration will run from April 26 to May 15, and more detailed information can be found by downloading the Ilsangbi Ilsangui Teum app. Additionally, during this period, a pop-up with Illy Coffee will be available on the second floor of Teum, allowing coffee enthusiasts as well as fashion fans to enjoy various experiences together.

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