Located in the Gangnam Street of Seoul, BTS’ new pop-up store has become a novel attraction. Open for 80 days, between 18th October 2019 and 5th January 2020, the “Pop-Up Store: House of BTS” combines the concept of a merchandise store and music exhibition, the entities often experienced separately by fans as BTS reach a new stop every year. Today, when online platforms become the first touchpoint for the consumers searching for new brands, products or services, companies need to go beyond their portals and websites to create a memorable experience. As pop-up stores broaden the scope of experiential marketing, they provide a great experimental ground to companies and labels to form a bond beyond mere product-consumer dynamics.
With 200 types of merchandise on display, “House of BTS” is a 3-storey pop-up and is based on the pale red theme, a color that represents their latest mini-album “Map of the Soul: Persona”. The items are displayed in the main showroom of the basement while other floors serve as “Instagrammable” worthy backdrops, enabling fans to create their own unique moment with visuals from septet’s music videos including DNA, Boy With Luv, and Spring Day.
— BIGHIT OFFICIAL MERCH (@bighit_merch) October 25, 2019
As reported by CNN Travel, “The floor also has an AR kiosk where fans can take videos of themselves dancing with the cartoon versions of the BTS members.” As explained by Zula, here’s the breakdown of the store:
2F: Idol theme room, restrooms, character zone, Mic Drop theme zone
1F: Cafe, event zone, merchandise order and pick up zones
B1: AR kiosk, music video zone, restrooms
To retain the novelty of its concept, Big Hit will be releasing exclusive merchandise from other music videos and era in the coming weeks. The food and beverage section has also been added which will expectantly feature the BTS-themed menu.
Welcome To Mi Casa💜
— BIGHIT OFFICIAL MERCH (@bighit_merch) October 18, 2019
Accompanied by the pop-up store was the launch of mini-figurines that depicted the adorable version of the members from the IDOL era. The life-size models for the dolls were put on display which was later signed by the BTS’ members when they paid a visit to the store. The dolls are an extension of Mattel’s contract with the group after the company released Barbie-like dolls and UNO cards featuring the septet.
The store will also open in Tokyo, Osaka, and Fukuoka from November 23 to December 29.
Address: 34, Gangnam-daero 102-gil, Gangnam-gu, Seoul
Dates: 18 October 2019 to 5 January 2019 (Closed on Wednesdays)
Opening hours: 10 am to 10 pm
What do you think about the theme and items displayed in the pop store? Share your thoughts via tweet @Fuzzable.