Shinsegae Inter opens pop-up store celebrating 45th anniversary of 'Studio Tomboy'

Studio Tomboy Seongsu Popup Store Exterior. Photo by Shinsegae International

[Asia Economy Reporter Song Seung-yoon] Shinsegae International announced on the 18th that the fashion brand 'Studio Tomboy' will operate a pop-up store celebrating the brand's 45th anniversary from the 19th to the 27th at Future Society in Seongsu-dong.

The pop-up store will be an experiential space where visitors can experience Studio Tomboy's 45-year history, present, and future together. Upon entering, a giant oversized coat sculpture that best represents the brand's identity catches the eye. The sculpture resembles freely layered oversized coats symbolizing Studio Tomboy, encapsulating the brand's emphasized message of 'freedom.'

There is also a large brochure showcasing the path the brand has taken from 1977 to the present and the path it will take in the future. Advertising videos and archive materials presented over the past 45 years are also realized as large-scale media art. Visitors can explore the women's new products for this fall and winter season as well as the men's line products, and a photo zone is set up for the MZ (Millennial + Generation Z) generation to enjoy certification shots and memorable photos.

From 7:30 PM on the same day, before the pop-up store opens, there will be a live performance by Jannabi's Choi Jung-hoon, the exclusive model for the men's line. The live performance, themed around autumn night's acoustic sounds, will last about 30 minutes and will be broadcast live through Studio Tomboy's official Instagram and SI Village's official YouTube channel.

Generous giveaways are also prepared for visiting customers. Limited edition eco bags, brochures, postcards, and more will be provided on a first-come, first-served basis just by visiting the store, and through a lucky draw event, various prizes such as Studio Tomboy gift certificates and new accessories will be awarded.

A Studio Tomboy representative said, "It is rare for a domestic fashion brand to have maintained its presence and received great love for nearly 45 years," adding, "We will continue to strive tirelessly to carry on Tomboy's unique heritage and remain a leading domestic fashion brand even 50 years from now."

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