Pernod Ricard Opens Experiential Pop-up Store 'Chivas Regal Gil'

Operating at Apgujeong Rodeo until the 26th of next month

Pernod Ricard Korea's whiskey brand ‘Chivas’ has opened a pop-up store called ‘Chivas Regal Gil’ with the subtitle ‘Find your way’ in Apgujeong Rodeo, and announced on the 11th that it will operate until the 29th of next month.

The three-story pop-up store’s exterior is decorated with artwork by graphic designer ‘Rareverse,’ who is recognized for unique colors and sensibility and has collaborated with leading domestic musicians. It features gold, pink, and blue lighting symbolizing Chivas’s flagship products, Chivas 15 and 18.

Inside the three-story pop-up store, visitors can experience Chivas’s unique brand heritage and various programs. On the first floor, guests can try all Chivas blends as well as selected Chivas cocktails. The floor also houses ‘Drunken Tiger Bar,’ known as a hotspot for the MZ generation (Millennials + Gen Z), the new retro-style American pizza specialty restaurant ‘Clap Pizza,’ and the fast and premium handmade burger brand ‘Downtowner,’ offering visitors a chance to taste their menus.

On the second floor, visitors can see the limited edition ‘Chivas 18’ that Asia brand ambassador Lisa of BLACKPINK directly participated in, along with a live photo zone incorporating vivid media art. This limited edition 18-year bottle was inspired by Lisa, who has a sophisticated taste across music, fashion, and various fields, and reinterpreted Chivas’s prestigious mood into a trendy and stylish design.

The bottle label features the signature blue color as a base, with a star-shaped logo and Lisa’s signature designed by her in pink neon color, creating an iconic feel. The outside of the bottle is decorated with Chivas’s symbol plated in 18K gold and a detachable star-shaped pendant representing Lisa. This limited edition is available for purchase at the pop-up store, nationwide marts, convenience stores, department stores, and liquor shops.

The third floor is designed as a visually and audibly enjoyable space, featuring a ‘Beat Making Booth’ where visitors can create their own beats by adding their colors to beats representing the signature blends (Chivas 12, Chivas XV, Chivas 18), a booth to customize Chivas highball glasses, and a live drawing zone. In particular, artainer Pildok held a drawing show expressing the aesthetics of Chivas blended whiskey to celebrate the opening of this interactive pop-up store. Additionally, visitors can find a mini showroom of ‘Covernat,’ a leading domestic street casual fashion brand.

Moreover, prominent artists representing the Korean hip-hop scene perform every Friday, including Giriboy, Simon Dominic, The Quiett, JUSTHIS, Woo Won-jae, LIL MARS, Paloalto, and Don Malik in a relay format. The biweekly street dance workshops feature participants such as Shimizu, Pildok, Lian, and Just Jerk.

All visitors (of legal drinking age) can visit the pop-up for free without a reservation, but those who reserve through Naver can enter first. Reservations are required in advance for participation in hip-hop performances, dance workshops, and Chivas brand cocktail classes.

Miguel Pascal, Marketing Director of Pernod Ricard Korea, said, “Through this pop-up store, we wanted to deliver a special experience to Korea’s new generation who are passionate about music, fashion, and street culture,” adding, “We hope this pop-up and Lisa, Chivas’s Asia brand ambassador, will help Chivas blend more deeply into the lifestyle of Korean consumers.”

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