Unmissable Weekend Pop-Up Stores in Seongsu

Malbon Golf, a lifestyle golf wear brand based in LA, USA, announced on the 4th that it has opened its 'Malbon Seongsu' store in Seongsu-dong, Seongdong-gu, Seoul, embodying the brand's philosophy and vision.

'Malbon Seongsu' is the brand's first golf-lifestyle concept store that encompasses both golf and lifestyle. This store opening is a strategic move to announce Malbon Golf as a brand that permeates both on and off the course. To achieve this, Malbon Golf presents lifestyle items inspired by golf, covering various genres such as art, music, and fashion at 'Malbon Seongsu,' proposing a new brand experience and sensibility beyond the traditional golf wear framework.

Seongsu, where 'Malbon Seongsu' is located, is a key commercial area at the forefront of trends, emerging as a hub of fashion and culture. With a high foot traffic, it has become a must-visit destination for the MZ generation as well as international tourists.

The reason Malbon Golf chose Seongsu as the location for its first golf-lifestyle store is that the symbolic energy and creativity of this area align with the values 'Malbon Seongsu' aims to uphold. Particularly, the store is conveniently located right in front of Exit 3 of Seongsu Station on Subway Line 2, making it easy for trend-sensitive young people and foreign tourists to experience the brand.

'Malbon Seongsu,' which caters to both golfers and non-golfers as well as global tourists, maintains its golf-based brand identity while focusing on lifestyle items that can be styled in everyday life.

With a product range that includes clothing, hats, mini bags, key rings, and pouches, designed for both the field and everyday life, they also present an exclusive line available only at the Seongsu location. Additionally, the space will be used to exclusively or pre-release collaborative collections with various global artists and brands. Beyond this, they plan to establish themselves as a cultural and style icon in the Seongsu area through various events tailored to the season and theme.

Directed by founders Stephen Malbon and Erica Malbon, 'Malbon Seongsu' is characterized by its harmonious blend of Korean tradition and Malbon's unique aesthetic in both its interior and exterior. The 164㎡ (about 50 pyeong) store incorporates modern reinterpretations of traditional Korean patterns and Malbon's distinctive sensibility. The expansive glass facade, designed to connect consumers inside and outside the store, allows ample natural light to alter the ambiance throughout the day, offering a relaxed brand experience with wider product spacing and intuitive pathways. The interior, featuring a toned-down color palette, restrained objects, and steel fixtures, accentuates Malbon's unique and free-spirited atmosphere.

Stephen Malbon stated, "Seongsu is a place where diverse energies converge, marking a crossroads of golf and fashion. This is the reason behind opening Malbon Seongsu," adding, "Like Malbon Golf's global stores in New York Soho, California, and Miami, we aim to create a space where cultural experiences beyond just golf can be shared."

Meanwhile, to commemorate the opening of 'Malbon Seongsu,' various customer-participation events have been arranged. From July 5 to 13, 'Lucky Bags' worth 400,000 won will be available for 100,000 won, and those worth 1,000,000 won for 300,000 won on a first-come, first-served basis. Customers who make purchases at the 'Malbon Seongsu' store will receive exclusive water bags and stickers available only at that location.

Detailed information about 'Malbon Seongsu' and the opening events can be found on the brand's official Instagram.

Meanwhile, New York contemporary designer brand JOY GRYSON has opened its second flagship store in Seongsu-dong.

Located on Achasan-ro, near Seongsu Station on Line 2, the JOY GRYSON Seongsu Flagship is their second flagship store following the Dosan Flagship. Situated in the fashion hub of Seongsu-dong, it offers the first look at the 25 Summer Collection, including JOY GRYSON's handbags, accessories, ready-to-wear, and the latest jewelry, all with a contemporary trend sensibility.

Based on JOY GRYSON's identity of timeless classic, the store is designed as a modern contemporary space with a reinterpretation of modern sensibility and luxurious restraint, allowing customers to fully experience the brand's unique delicate sensibility.

Particularly, with the 'Chemi-street' concept, combining 'Chemistry' (meaning good synergy) and 'Street' of Seongsu-dong, various coupon benefits and limited-time sales on weekends, as well as gifts such as silver lip cases, silver chain mirror charms, and hand creams based on purchase amount, are prepared. Additionally, a drink booth offering free summer drinks with just an SNS story upload is available, offering various 'Chemi-street' pop-up events and promotions exclusively at the Seongsu Flagship.

In July, as the heatwave begins, JOY GRYSON Seongsu offers a chance to experience the K-FASHION vibe of Seongsu-dong, providing a somewhat special experience away from daily life.

A JOY GRYSON representative stated, "We're not just opening a store, but creating a synergy between Seongsu-dong and JOY GRYSON to provide a space that customers can enjoy." More detailed news about the brand can be found on the official SNS Instagram.

Another hot pop-up store is the 'Tumbler Decoration Pop-Up Store' by colorful lifestyle brand LEGODT, held at Olive YoungN Seongsu in Seongsu-dong. Running until July 13, this pop-up, which led the 'Tumbler Decoration' trend last year in Seongsu-dong and Jamsil Lotte World Mall, returns this year with a more diverse lineup.

This pop-up revolves around the theme 'PLAY MY WAY,' turning the process of creating your own tumbler into an enjoyable game-like experience. After passing through an arcade game-themed entrance, participants can engage in two out of three activities prepared by LEGODT: ▲LV.1 Mini Game Zone ▲LV.2 Tumbler Decoration Experience Zone ▲LV.3 Photo Zone Certification, with opportunities to win various gifts through a lucky draw, including new tumblers and key rings.

The expanded Tumbler Decoration Zone allows visitors to create their own tumblers by combining new tumblers and key rings. Moreover, a 3D Tumbler Decoration Experience available on the newly revamped website can be experienced on large kiosks, showcasing LEGODT's advantage of highlighting personal preferences without any on- or offline limitations.

Special benefits have been prepared for this pop-up. With tumbler purchases, customers receive a PVC bag and promotional stickers, and for purchases over 50,000 won, an exclusive initial key ring offered only at the Tumbler Decoration Pop-Up is given.

A LEGODT representative stated, "Thanks to last year's enthusiastic support, we are showcasing the 'Tumbler Decoration Pop-Up' again in Seongsu-dong this year," adding, "We hope many visitors will express their colorful lifestyle and create joyful memories at this pop-up held at the hotspot Olive YoungN Seongsu, popular among foreigners and the MZ generation."

Detailed information about LEGODT's 'Tumbler Decoration Pop-Up Store' can be found on LEGODT's official Instagram.