New Balance Operates '574' Pop-up Store at The Hyundai Seoul

35th Anniversary Archive Exhibition Release
New '574 Legacy' Pre-Release

New Balance, a sports brand operated by E-Land, announced on the 30th that it will run a pop-up store themed around the steady seller ‘574’ at The Hyundai Seoul in Yeouido, Seoul, from the 31st of this month to the 6th of next month.

This pop-up store will showcase various contents, including the 574 archive exhibition and classic models. To commemorate the 35th anniversary of the 574 release, New Balance collaborated with the global sneaker magazine, SNEAKER FREAKER. Through the 574 archive exhibition prepared by SNEAKER FREAKER, visitors can see commemorative 574 models from the early 2000s to 2023, and 100 visitors per day who participate in on-site events will receive a Korea-limited 574 storybook co-produced with SNEAKER FREAKER.

The pop-up store will unveil various products, including the main 574 models such as Legacy, Heritage, and Classic, the popular ‘Miu Miu X New Balance 574 collaboration’ product in Korea, and heart-shaped laces and ribbon laces inspired by the ‘574 Valentine’. Additionally, products can be purchased on-site, and new releases of the 574 Legacy will be exclusively pre-released at the pop-up store. During the event period, customers who purchase a pair will receive an additional pack of The Hyundai Seoul limited edition shoelaces.

A New Balance representative said, “Since its first launch in 1988, the New Balance 574 has become a signature model loved by many,” and added, “We hope the 574 pop-up store celebrating the 35th anniversary will be a great opportunity for customers to try and experience everything from existing models to new lines firsthand.”

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