Edelweiss Opens 'Feel the Alps' Pop-up Store

Operating at Apgujeong Rodeo until July 9

Austrian premium wheat beer Edelweiss announced on the 2nd that it will open a 'Feel The Alps' pop-up store in Apgujeong Rodeo, Gangnam-gu, Seoul.

This pop-up store consists of ▲an ‘Experience Zone’ where visitors can feel the winter of the Alps ▲a ‘Media Art Zone’ capturing the four seasons of the Alps ▲a ‘Cable Car Photo Zone’ at the summit of the Alps ▲and a ‘Tasting Zone’ where visitors can directly taste Edelweiss.

First, the first floor is designed as an ‘Experience Zone’ where visitors can encounter the winter night of the Alps filled with auroras, stars, and heavy snow as soon as they enter. On the second floor, there is a ‘Media Art Zone’ showcasing the diverse four seasons of the Alps and a ‘Sensorial Zone’ where visitors can experience the Alps with all five senses. Along with a miniature Alps that faithfully reproduces the Alps, visitors can listen to vivid natural sounds, providing a rich visual and auditory experience. On the third floor, there is an Alps ‘Cable Car Photo Zone’ where visitors can take commemorative photos against the backdrop of the white snowy mountains of the Alps, and a ‘Tasting Zone’ where they can enjoy the smooth throat feel of Edelweiss and the fragrant flavor of herbs.

The exterior of the pop-up store vividly captures the panoramic night view of the snowy Alps, offering a refreshing coolness in the hot urban environment. The pop-up store will operate until the 9th of next month. Jiwon Park, Executive Director of Heineken’s Marketing Team, said, “This pop-up store was prepared so that people can experience the pristine nature of the Alps with all their senses without having to go there. We hope you take a break from your busy daily life and enjoy a unique time feeling the pure nature together with Edelweiss, born in the Alps.”

Edelweiss is a brand owned by the global company Heineken. It is a premium wheat beer born in the pristine nature of the Austrian Alps and made from natural ingredients. Since its establishment in 1646, it has been brewed using the brewing techniques of the traditional wheat beer brewery Kaltenhausen, which has a long tradition and history.

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