Hello!
We are Realworld Seongsu, providing delightful experiences for everyone.
First, I'd like to ask you a question.
Why are companies so passionate about pop-up store marketing?
There are various reasons, but it's because they can infuse their brand values into spaces,
allowing visitors to naturally increase brand awareness through the pop-up store experience.
Currently, pop-up stores are opening in various locations including Seongsu, Gangnam, Hongdae, and Yongsan.
Among these, Seongsu is called the holy land of pop-ups,
where numerous pop-ups appear and disappear.
Questions arise when visiting various pop-up stores.
Weren't those pop-up stores where you take photos, receive rewards, and leave
just places to spend time for free?
Can brands remain in consumers' memories for a long time?
The essence of pop-up stores is to let people 'experience the brand.'
From rewards to mini-games, Instagram photos and hashtags, photo zones…
We need to consider whether brand experiences are embedded
in the elements that make up pop-up stores.
Whether it was experiencing the brand,
or just simple activities.
Pop-up stores without experiences become volatile and consumed as one-time events.
To open a pop-up store once, you spend thousands to hundreds of millions of won
on venue rental, interior design, and promotional items.
What's the point if it doesn't remain in consumers' memories?
That's why we
conducted fun pop-up stores
instead of the typical ones everyone else does.
Let me briefly introduce the pop-ups we've organized!
1. Gangwon-do Abandoned Mining Area Pop-up Store <Bus to Anywhere>
Location: Realworld Seongsu 1st Floor
Period: 2023.09.08-17
When you think of Gangwon-do, famous tourist destinations like Gangneung and Sokcho come to mind first, right?
Many people may not know this,
but abandoned mining areas are being reborn as attractive tourist destinations.
The Bus to Anywhere pop-up store was a travel-themed pop-up store concept where you take a bus on a journey,
a space where you can vividly encounter hidden gems throughout Gangwon-do.
The bus filled with the excitement of travel and
the cable car interior that captures the essence of the journey became wonderful photo zones.
Also, we focused not just on photo zones
but on content that could provide brand experiences.
Through following the story and solving quizzes with a character named 'Puri,'
visitors naturally learned about Gangwon-do's abandoned mining areas,
and through Gangwon-do regional coupons and rewards,
we planned for it to lead to actual travel.
The <Bus to Anywhere: Gangwon Route> pop-up store
was so popular that people were willing to wait in line to visit,
even in September when Seongsu-dong had relatively fewer visitors.
If you want to learn more about the <Bus to Anywhere: Gangwon Route> pop-up store,
I recommend reading the blog post.
2. Realworld Seongsu 1st Anniversary Pop-up Store
Location: Realworld Seongsu 1st Floor
Period: 2023.08.11-20
Realworld Seongsu has become the hottest spot in Seongsu-dong
where many people visit daily to enjoy open-format escape rooms freely
in a mystery hotel concept interior.
Realworld Seongsu, which has received much love since opening last year,
celebrated its first birthday on August 16, 2023.
To commemorate this, we organized the Realworld Seongsu 1st Anniversary Pop-up Store.
To deliver the Realworld Seongsu brand experience
even to unfamiliar visitors,
we planned exclusive pop-up store content called <Mystery Hotel Check-In>.
As the title suggests, with the concept of 'checking into a mystery hotel,'
we planned for visitors to experience the mystery hotel Realworld Seongsu in a short time.
Visitors got to know Realworld Seongsu by playing this content,
and the Realworld Seongsu discount coupons they received as rewards led to paid game play.
This pop-up store successfully ended with record-breaking visitors and sales.
If you want to learn more about the Realworld Seongsu 1st Anniversary Pop-up Store,
I recommend checking out the blog post below!
3. Concrete Utopia Pop-up Store
Location: Lotte Cinema World Tower 5th Floor
Period: 2023.07.31-08.13
This case wasn't a pop-up store organized at Realworld Seongsu,
but a pop-up store held at Lotte Cinema World Tower
to promote the movie <Concrete Utopia> released last August.
Unlike simply setting up photo zones or life-size cutouts,
Concrete Utopia prepared content that contained the movie's worldview.
Realworld <Concrete Utopia: Last Hope> content.
Concrete Utopia is a movie depicting a world
where life collapsed due to disaster.
Among everything, only 'Hwanggung Apartment' didn't collapse.
Visitors start the game immersed as characters
heading to Hwanggung Apartment to survive,
like the characters in the movie.
They solve missions to survive just like in the movie,
such as getting water from actual vending machines or exploring paper apartments.
Through this immersive experience crossing between movie and reality,
the movie <Concrete Utopia> definitely remained in people's memories.
Even when you have attractive worldviews and spaces but are wondering how to utilize them,
you can provide immersive experiences directly into the worldview like this case.
If you want to learn more about the Concrete Utopia pop-up store,
please check out the blog post below!
So far, I've shown you three representative cases we've organized.
They all have something in common: we created immersive experience content
through which people could experience the brand.
Also, by utilizing the immersive technology provided by Realworld,
we can enhance immersion even more to instill positive perceptions of the brand.
By planning pop-up stores with us at Realworld,
you can create pop-up stores with four advantages.
1. Storytelling
Fantasy, history, horror - any genre is fine.
With various genres and high-quality storytelling,
you can deliver brand value to consumers.
2. Labor Cost Reduction
Through stories and messages within the content,
you can naturally guide visitor flow,
thereby reducing on-site staff and labor costs.
3. Increased Space Efficiency
Without needing to create and install additional installations,
you can create immersive experience content using existing spaces and props.
4. Data Collection
You can collect detailed data such as gameplay count, dropout rate, and play time,
and immediately reflect feedback while viewing real-time reviews.
Those of you planning and creating pop-up stores!
Wouldn't you rather create pop-ups where people experience the brand
than standardized pop-ups that anyone can plan?
If you want to see more details,
download this proposal!
How about creating pop-up stores that provide good experiences
with Realworld
to deliver better brand value
to more people?
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