W Concept Opens Popup Store in New York with Participation from 90 Brands
Popup Store to Run for Two Weeks in SoHo, New York from the 10th to 23rd
Two Floors Above and Below Ground, Featuring Over 90 Participating Brands
Fashion platform W Concept announced on September 9 that it will operate a popup store called 'W Together' in SoHo, New York, from September 10 to 23. The popup store consists of two floors: one above ground and a basement level. Under the theme 'Experiencing K-Lifestyle through W Concept', visitors will be able to explore not just fashion, but also Korea's lifestyle products in areas such as beauty, music, and wellness.
The event will showcase around 90 Korean designer brands. This includes in-house brand 'Frontrow', 'W Only' (sold exclusively on W Concept), and 'W Icon', which features leading Korean designer brands. Brands participating in the 'W Stage' new brand nurturing program will also be introduced. Internationally active designer brands such as Ink, Kimhakyung, Minjukim, Bonbom, and Vunque, as well as emerging brands like Moonid, Mohan, and Masun Avril, will join the event.
The ground floor will display clothing by Korean designer brands along with K-beauty products. In the basement, visitors can experience virtual fitting and the creation of personalized lookbooks using artificial intelligence (AI) technology. There will also be a space for self-photography and for making 'keycaps', decorative keyboard accessories.
This popup is part of the '2026 Overseas Expansion Support Project for Retail Companies' hosted by the Ministry of Trade, Industry and Energy and Korea Trade-Investment Promotion Agency (KOTRA). W Concept and Shinsegae Department Store have formed a consortium for the project, with W Concept leading the planning and operation of the popup.
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A representative of W Concept said, "We planned this popup store to introduce Korea's sophisticated lifestyle to the world, coinciding with New York Fashion Week. We will continue to serve as a bridgehead to support Korean designer brands as they expand into global markets in the future."
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