Big Hit launches Pop-up Store: House of BTS and it is stunningly gorgeous

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.

???? 모든 게 궁금해 How’s your day#BTS_POPUP #HOUSE_OF_BTS #BoyWithLuv pic.twitter.com/vgikYlf7Sa

— HYBE MERCH (@HYBE_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????

???? https://t.co/UIyi4VckEE #BTS_POPUP #HOUSE_OF_BTS pic.twitter.com/9NcO2Iol9R

— HYBE MERCH (@HYBE_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.