29CM Opens First Flagship Store 'Igus Seongsu' in Seongsu-dong

[Asia Economy Reporter Song Seung-yoon] Taste select shop 29CM announced on the 14th that it will open its first flagship store, 'Iguseongsu (29CM SEONGSU)', in Seongsu-dong on the 24th of this month.

Iguseongsu is a space where visitors can experience the value of 29CM’s strengths in curation and storytelling through all five senses. The goal is to reinforce the brand identity of ‘Guide to Better Choice’ and build a deeper emotional connection with customers. Built on a scale of 103 pyeong (340㎡), Iguseongsu consists of two floors. The first floor serves as a showroom and exhibition hall, while the second floor is used as a multipurpose space where various possibilities unfold each season. The roastery coffee brand 'Manufact Coffee', which has a strong fan base in Yeonhui-dong, also operates on the first floor.

A distinctive feature of Iguseongsu is that it selects one item as a theme each season like a magazine and curates related brands, works, and artists to introduce them. Along with seasonal changes, not only the product arrangement but also detailed interior elements such as fitting room concepts are altered. The basic theme of the space is set as ‘Things that change and things that do not change’.

At the time of opening, fashion and lifestyle products curated directly by 29CM MDs will be displayed in the showroom under the theme ‘First Encounter with Autumn: Sweatshirts’. The 'PT (online presentation)', which embodies 29CM’s storytelling capabilities, will also be presented physically at Iguseongsu. PT is 29CM’s flagship content and media channel that focuses intensively on one brand, exploring its story and philosophy in depth. The first PT brand at Iguseongsu has been selected as ‘New Balance’.

Marketing collaborations to commemorate the opening of Iguseongsu will also be conducted. A music playlist will be produced in collaboration with the lifestyle magazine ‘BGM’, and a mini-book in the form of a cassette tape themed on ‘Seongsu’ will be published together with 10 creative figures active in Seongsu-dong.

In August, 29CM also opened a brand curation space ‘Igugallery (29CM GALLERY)’ at The Hyundai Seoul in Yeouido. A third offline project is also scheduled to be unveiled within the year.

A 29CM official said, "Seongsu-dong is a place where people with their own tastes, who are the core target of 29CM, gather and a region full of infinite possibilities," adding, "We hope that through Iguseongsu, customers will be able to experience 29CM more richly and closely."

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