“I see a lot of people dressed up today.” At 3 p.m. on the 24th, an alley in Seongsu 2-ga, Seongsu-dong, Seongdong-gu, Seoul. On a street filled with old auto parts factories and logistics centers, employees gathered and peered around in front of one building. Among them, people said, “The atmosphere in this alley is different from usual, perhaps because there is a special event.”
On the access restriction sign at the entrance to the large building, the words ‘Only those invited to a VIP event are allowed to enter’ stood out. Here is the ‘Chanel Rouge Allure Pop-up Store’, a beauty pop-up store of the French luxury brand Chanel, which opened on the 22nd. Until the 28th, only VIP customers who have received an invitation and made a reservation in advance can enter. General customers can visit starting on the 29th.
Before entering the pop-up store, employees thoroughly checked the list. They carefully checked whether the invitation had been received. VIP customers and one accompanying person were also allowed to enter, and the entrance bracelets were colored differently.
As I entered the event venue, I could see a luxuriously decorated space. The visitors were mainly women in their 20s and 30s. Some people came with Chanel bags and accessories such as Chanel earrings, while others matched the dress code to white and black. The day before, popular celebrities such as New Jeans’ Minzy and Oh My Girl’s YooA visited here and attracted attention.
The interior was divided into a photo zone where you can take pictures with Chanel beauty products, a space where you can receive makeup services, and a space where you can try them out and purchase them. What was especially popular was the session where you could leave a social networking service (SNS) proof shot. People were busy posing for pictures.
There was also a cocktail tasting area available only to VIP customers. One visitor said with a smile, “It feels like I’m in a European bar.” There were three flavors in total, alcoholic and non-alcoholic, and the staff here introduced them as “inspired by the scents of Chanel beauty products.”
People were also caught buying cosmetics worth hundreds of thousands of won, including limited edition products. A store official informed, “It is difficult to purchase popular products because they are sold out.”
A special gift was also given to those who completed the viewing. The gifts for VIP customers and their companions were different, and each was distinguished by a black ribbon and a white ribbon. Mr. Kim (27), who came thanks to an acquaintance who is a VIP member, said, “It was amazing to see a unique space in a space away from restaurants and cafes.” He added, “On the outside, it looked like any other old factory, but when I went inside, it felt like a new world had opened up. “he said.
Kim Se-rin, Hankyung.com reporter [email protected]
