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Le Seraphim, NCT Wish, Idol from another world, etc… Sales MD is also high quality and diversified.

“Experience the artist and his/her message more deeply… It is also advantageous to create added value through MD”

Girl group Le Seraphim pop-up store

Girl group Le Seraphim pop-up store

(Seoul = Larose.VIP) Reporter Tae-su Lee = A cultural complex in Geumho-dong 4-ga, Seongdong-gu, Seoul. Even though it was a weekday and the rain was inclement, there was a line of people coming to the three-story concrete building.

In a building with an unusual exposed concrete structure, the song of the girl group Le Seraphim played softly, and on the first floor, stylishly designed MDs (goods products) were neatly displayed.

This is a pop-up store commemorating the release of Le Seraphim’s new mini album ‘EASY’. The first floor attracted attention as it was decorated with bare tree branches and thorn bushes in line with the album’s concept of ‘the members also had anxiety and worries and overcame them with effort.’

A Hive official said on the 25th, “The building, which exposes cold, unfinished gray-colored exposed concrete, is an expression of the members’ honest confessions.” He added, “The 9m-high tent that flutters gracefully and the flowers that bloom in the swamp show courage and resoluteness even in the face of difficulties.” “I visualized the external appearance of the members who looked good,” he said.

In the music industry, pop-up stores of famous K-pop idol groups have recently become a trend.

Pop-up stores, which started out as simple MD sales in the past, have now developed into a space where you can directly experience the group’s message and identity.

Pop-up store space embodying the message of the Le Seraphim album

Pop-up store space embodying the message of the Le Seraphim album

Member Sakura said about this pop-up store at a recent showcase, “I feel good because it feels like our Le Seraphim is becoming a brand.”

Hive officials also explained, “Pop-up stores serve as a driving force for fans to experience artists and their messages more deeply.”

The Le Seraphim pop-up store added to the fun by introducing interactive media art that instantly composites visitors’ faces into the new product trailer video and allows them to be saved.

Kim Young-jun (24) from Sillim-dong, Gwanak-gu, Seoul, said, “The team’s message was well implemented with amazing content. The interior was decorated well, so I could feel that Le Seraphim had succeeded as a global idol.”

SM Entertainment’s new group NCT Wish also recently opened a pop-up store at The Hyundai Seoul in Yeouido and welcomed fans even before its official debut.

Here, not only can you buy MD items such as GripTalk, stickers, posters, keyrings, and T-shirts, but there is also a space for visitors to write down their wishes and stick them in line with the group’s concept of ‘hope.’

In addition, props and autographs for each member were placed in the locker-type exhibition corner, allowing people to get familiar with the six members who are just entering the music industry.

An SM official explained, “We planned the space so that people can understand and immerse themselves in the concept (of the album) through a kind of synesthetic experience at the pop-up store, which is an experience space that interprets music and music videos.”

He continued, “This experience increases the overall understanding of the album and artist, and enables communication between the artist and fans. Furthermore, as this experience accumulates, it also helps increase the branding value of the company.”

NCT Wish pop-up store opened at The Hyundai Seoul

NCT Wish pop-up store opened at The Hyundai Seoul

In addition to NCT Wish, a pop-up store for the popular virtual girl group Idol of the Other World was also opened at The Hyundai Seoul, crowded with dozens of fans.

One fan who came out with both hands full of MDs said, “I bought 500,000 won worth of items today and am organizing the items,” and added, “I think their efforts to be considerate of fans by holding an offline event seem good.”

In the music industry, the success of pop-up stores is believed to be related to the growing MD market.

As music sales have grown rapidly in recent years and there are concerns about the resulting reverse base effect, MD sales are attracting attention as a new source of income.

SM CEO Jang Cheol-hyuk said at the performance presentation on the 7th, “We are trying to secure additional sales by discovering local artists (overseas) and expanding MD sales linked to their global activities.”

In this atmosphere, the types of MD sold at pop-up stores are also diversifying from ‘souvenirs’ such as key rings and photo cards to clothing and household goods.

At this pop-up store, Le Seraphim presents the latest ‘GoFcore Look’ (fashion that styles outdoor look like everyday wear) clothing, accessories in collaboration with the car accessories brand ‘Peaches’, and collaboration with the high-end mobile phone accessory brand ‘Kestify’. Clothing and smartphone products were introduced.

Crowds flock to the Another World Idol pop-up store held at The Hyundai Seoul

Crowds flock to the Another World Idol pop-up store held at The Hyundai Seoul

Isekai Idol also released MDs in various categories, including clothing and tumblers, at the pop-up store.

An official from Genie Music, who co-hosted the Another World Idol pop-up store, said, “As the influence of fandom grows in all directions, both online and offline, MDs targeting them are also becoming more sophisticated and diversified.” He added, “MD products provide fans with the value of ‘ownership.’ “It can be provided, and it is advantageous for agencies to create added value,” he said.

This official said, “In the past, stationery MDs such as stickers that stimulated fans’ hearts were the main products, but these days, there are many products that are used lightly in daily life, such as clothing, homewear, cushions, and sleep masks. In the future, the lifestyle market based on practicality and “It will change into a combined form,” he predicted.

tsl@yna.co.kr

Report to KakaoTalk okjebo 2024/02/25 08:00 Sent

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