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Looking Back on the LE SSERAFIM Pop-Up: Weverse Magazine’s Retrospective

Weverse Magazine

Weverse Magazine recently provided an insightful look into the standalone pop-up store of the girl group LE SSERAFIM. The store was more than a retail outlet. It was a physical embodiment of the group’s music, message, and brand.

Located in the trendy Seongsu-dong neighborhood of Seoul, the pop-up store was open from April 26 to May 7, 2023. Weverse Magazine highlighted the store’s popularity, noting it attracted over 16,000 visitors during its two-week run. The store had a wide array of official merchandise, giving fans a tangible connection to the group.

Weverse Magazine’s feature included an interview with the group’s creative director, Nu Kim. He explained the purpose of the pop-up store. “With LE SSERAFIM‘s growing influence, we wanted to create a sensory experience that encapsulates the wholesome lifestyle they promote,” he explained.

LE SSERAFIM in 2023 S/S POP UP✨ l 핌둥이들이랑 팝업 스토어 구경할 피어나 모여라~🌸

Weverse Magazine focused on the merch

The magazine’s coverage emphasized the store’s immersive aspect. Upon entering, fans were drawn into the world of LE SSERAFIM‘s first studio album, UNFORGIVEN. The pop-up store’s interiors were a visual representation of the album’s themes, with props from the group’s music videos and a two-story inflatable sculpture, Wing, taking center stage.

Weverse Magazine also focused on the merchandise, carefully curated to reflect LE SSERAFIM‘s identity. “LE SSERAFIM is a fearless, progressive group, and athleisure wear”— a style of athletic clothing typically worn as everyday wear—“was a perfect choice to capture that dynamic image,” Kim said.

The pop-up store’s unique culinary experience was another highlight of Weverse Magazine’s piece. In collaboration with a famous dessert shop, the group created a selection of gateaux. Each one was named by the LE SSERAFIM members themselves. (For the uninitiated, there are five girls in the group: Chaewon, Eunchae, Kazuha, Sakura, and Yunjin.) The desserts were designed to reflect their image, with chic, sophisticated exteriors and bright, colorful insides.

2023 LE SSERAFIM POP UP STORE TOUR • 르세라핌 팝업 못 오는 외국인들을 위한 영상

Redefining the pop-up store concept

Weverse Magazine’s coverage underscored that the pop-up store was more than just a retail space; it was a platform for LE SSERAFIM to connect with their fans on a deeper level. It allowed visitors to experience firsthand the group’s message and attitude of fearlessness.

Looking back, the pop-up store was a testament to LE SSERAFIM‘s influence and the power of the group’s message. Weverse Magazine concluded that the group’s ideals could probably go way beyond music, permeating nearly every aspect of someone’s life. As Kim said, “We hope LE SSERAFIM will be a positive influence on people’s whole lifestyles, even beyond their music and performances.”

Weverse Magazine’s piece on LE SSERAFIM‘s pop-up store was a comprehensive exploration of an innovative and immersive experience that brought the group’s music, message, and brand to life. It served as a reminder of music’s power to influence and inspire, and it set a new standard for what a pop-up store can and should be. – K-Pop News Writer

Featured Image: Since the girls are going on tour soon, it’d be cool if they took the pop-up along to different countries! Source: Twitter/@weverseofficial.

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