OPENING POP-UP STORE IN THE HYUNDAI SEOUL
Following the opening of the Paris flagship store last June and the pop-up store at Galeries Lafayette Haussmann in July, SYSTEM once again solidifies its brand presence by opening an exclusive stand-alone pop-up store in The Hyundai Seoul, one of the most preferred shopping destination of the South Korean capital’s most fashionable young crowds. Opened on August 22nd, the pop-up store is situated on level B2 Creative Ground floor, where local emerging brands are located.
Through the pop-up store, SYSTEM presents its essential lines and first unveils Fall-Winter 2024 global collection named ‘Portrait of Uncertainty’ inspired by British artist Gluck (Hannah Gluckstein), particularly her portrait <PETER (A Young English Girl), 1923> by Romaine Brooks. The collection subverts and twists classic features by blending a gender-fluid perspective with the minimalism of the 1990s, at the same time paying tribute to those who destructed gender norms and broke boundaries in fashion.
Walls and carpeting of the ephemeral space are all covered in faux fur, which is one of the signature material used for this season’s items such as sweatshirts, mini and midi skirts and shoes. Also, strong deep red color which represents SYSTEM is used, there by infusing its powerful brand image with vitality.
Fall-Winter 2024 global campaign images directed by world-renowned photographer David Sims will be displayed on site. Also, various promotions such as photo booth and lucky draw events will be held to enrich the customer experience.
The pop-up store will be held until August 28th and Fall-Winter 2024 global collection will be gradually released in SYSTEM/SYSTEM HOMME stores in South Korea.
