Gucci launched a new pop-up store in Seoul where the latest collection and a series of events can be found to bring clients on a spectacular journey through the world of the brand. The pop-up store which is situated in the Gangnam area of Seoul occupies three floors and has several rooms that are dedicated to different high-tech installations based on the company’s trademarks.

The first thing that visitors can see when they enter this space is the dynamic digital art wall that reacts to movement with light and color. A carefully edited offer of the new Gucci accessories is placed in the ground level of the store: handbags, small leather items, and jewelry are presented within this floor. The artifacts are presented in such a manner that a person gets a feeling that he/she can touch them, and therefore get a real view of the design used in their creation.

The second floor of the store remains as Gucci’s ready to wear portion of the store with special emphasize on products that are exclusively tailored for Korean market. This level also includes a virtual fitting room that allows guests to use augmented reality wearable technologies to pose for a picture in a variety of fashions without having to undress.

Perhaps, the top floor of the pop-up is the most inspiring since it allows guests to touch, smell, and taste the brand’s history and delving into the creative of the brand. Here guests are invited to walk through a sequence of performances that elucidate the reliefs and patterns characteristic of the GG logo through sound, smell, and touch.

Among its features the pop-up has the cooperation with K-pop bands, for instance, BTS. Unlike other store locations, this one features products that are personally selected by the band members, and are all Gucci items. Also, a digital photo booth with the stands of the BTS favorite members on the background does not allow visitors to take real selfies; thus, a guarantee of viral content on [social media platforms].

It also debuts a new Forever Gucci customization experience in which consumer may spray paint select Gucci products by local artists. Besides helping the label to create yet another layer of the near-utopian sense of selective luxury, this initiative shows the brand’s devotion to fostering the local talent.

Continued with the theme of sustainability of materials used by the brand, the pop-up stall also has an environmental-friendly approach to its interior design also. The construction is made entirely from recycled also recyclable materials, and the information panels let visitors know about current Gucci environmental efforts.

To officially unveil the pop-up, a night event that was attended by well-known personalities from Korea, such as actors, bloggers, and fashion professional. Even before the official opening of the installation people were quite interested and lines appeared outside the home taking more than two hours during high influx.

Gucci’s CEO provided comment on this project, saying: “South Korea is an important market for Gucci, and this pop-up is our challenge to guarantee an extraordinary, unique experience for the consumers in South Korea. All in all we took technology, art and fashion and incorporated them in a way that we think would strike a chord in the Korean market.

Observers of the fashion industry are particularly interested in the outcome of this business as such a format can be a successful template for the further promotion of luxury brands in the region. True to its word, a large part of the pop-up is dedicated to strict interactivity and personalisation, two aspects that dovetail perfectly with preoccupations of the younger, luxury-consuming generation for whom experience equals – and often surpasses – material possession.

The Gucci travelling pop-up store will be open for three months with intent to periodically redecorate the windows as well as adding new limited products. The brand has already suggested that Korean celebrities and the current global Gucci ambassadors can suddenly appear at the LC mentioned above, so interest and traffic will remain high.

Thus, as more luxury brands fight for consumers’ attention on the south Korean market Gucci has set a new bar for interaction and experiential buying. Depending on the results of this pop-up, it can set the trends for other luxury brands and set the trend for creating immersive experiences across Seoul and other cities.