Hello, this is Realworld. The 'Is This Really Working?' series is running with the catchphrase 'Delivering all the fun in the world!' Today, we're back with the third episode on the topic 'Why are popup stores flocking to Seongsu?'
Aren't you curious about the fun and informative trend updates delivered by UniqueGood's adorable MC Yuhyeon and experience trend expert Storm (CEO Song Inhyeok of UniqueGood Company)? Then stay tuned to our channel!
Over 50 popup stores are already opening daily in Seongsu. Since our Realworld is also located in Seongsu, we inevitably encounter various popup stores. MC Yuhyeon remembers 'Ppangppang and Kkikko's Christmas' most, while Storm recalls Seonyang Soju's 'Flip Seonyang' popup store as the most memorable.
So why are popup stores concentrated in Seongsu? Storm presents three perspectives, which we'll explore one by one.
The 'Event Density' Perspective
'Event Density' is a concept from Professor Yu Hyunjun's paper 'Research on Event Density of Walkable Streets in Downtown Areas,' meaning 'the number of entrances facing a certain distance (100m).' It means people gather where event density is high, and Seongsu-dong, with its small store-oriented layout, naturally developed high event density.
The 'Cluster' Perspective
A cluster can be called 'a group of similar things.' In Seongsu-dong, various groups like popup clusters and cafe clusters come together to create synergy, attracting people and allowing clusters to grow together. Business clusters like Gangnam or Yeoksam only have offices gathered together, so except for office workers, there are few reasons for people to visit.
When simple patterns repeat like this, people feel bored. The more diverse and irregular things are, the more people feel stimulated and interested. Just like Seongsu, where various unexpected sceneries unfold.
The 'UniqueGood' Perspective
As you can see from the name 'UniqueGood Company' that operates Realworld, 'UniqueGood' has special meaning. UniqueGood is a term from theory about what people choose when they have many options, and the criteria for UniqueGood are as follows:
First, similar things are rejected. Second, things you dislike don't interest you. Third, does it represent that field? In other words, when comparing whether it's something new that didn't exist before, whether it's something I'd be interested in, and whether it's number one in that area, popup stores and Gen MZ flock to Seongsu because it has many such 'UniqueGoods.'
Concerns for Popup Stores
However, there are also disappointing aspects behind popup stores. Particularly, due to the nature of popup stores having limited periods, resource consumption inevitably occurs more than other stores during the installation and dismantling process. Seeing popup store construction sites always under work near Realworld, we can't help but think it's such a waste of materials.
When operating popup stores, there are many factors to consider like brand recognition and sales, but especially don't forget that you must include experiential elements. However, if you feel puzzled and find it difficult to figure out how to incorporate experiential elements that match your brand, Realworld is waiting for your call.
Realworld's 'Is This Really Working?' will return with even more fun and beneficial topics!
Thank you.
▼ Check out the full version of [Is This Really Working? EP3] in the video below. ▼