"Let's engage your core a bit more and lift your legs again."
On the evening of the 20th at 7 p.m., on the 4th floor of Vuori pop-up store in Seongsu-dong, Seongdong-gu, Seoul. Following the instructor's cues, 15 students simultaneously repeated the motion of lifting and lowering their legs. The Barre class, which combines ballet with strength training, lasted about an hour. Afterward, the participants caught their breath and descended to the clothing stores on the 1st and 2nd floors.
Vuori, a U.S. activewear brand operated by Shinsegae International, unveiled an experiential pop-up store in Seongsu-dong that combines exercise and shopping. It is a space designed not just for selling products but for allowing customers to experience the brand by trying on clothes and moving around.
Upon entering the store that day, the first thing that caught the eye was the sky-blue wall and cloud-shaped decorations hanging throughout the space. The atmosphere, as if floating on clouds, gave the area a soft and cozy impression. The 'softness' perceived visually extended to the clothes displayed in the store. Touching Vuori's signature material, 'DreamKnit,' revealed a lightweight yet soft texture made from a blend of cotton and modal.
By attending the Barre class firsthand, one could also experience the characteristics of DreamKnit material. As the class progressed, sweat poured down faces, necks, and backs like rain, yet there was little feeling of the clothes becoming soaked. Even after finishing the workout, the material dried quickly, maintaining a comfortable state.
Kim Hyun-jin Won Deo-ba-re (Director), who taught the class, said, "DreamKnit has a sturdy fabric that doesn't stretch easily at the knees, making it great for exercise," and added, "Unlike regular workout clothes, it feels light even when going home after a workout, so you can wear it in daily life as well."
Vuori emphasizes both functionality and versatility as everyday wear by highlighting DreamKnit. Products made with DreamKnit material account for 30% of total domestic sales and are the flagship items. At this pop-up, their share is around 40%.
The pop-up also holds significance as Vuori's first store in a street commercial district in Korea. Vuori operates five stores nationwide, including department stores and Starfield, but at the pop-up, it adopted a more proactive approach to encouraging experiences compared to existing stores. Classes such as Barre, yoga, Pilates, K-pop dance, and running are held on the 3rd and 4th floors. A space for 'Cryotherapy,' a pain management therapy made famous by BLACKPINK's Jennie, was also prepared.
Notably, the natural connection between exercise and shopping stood out. Participants who finished the class that day descended to the 1st and 2nd floors to enjoy shopping. In fact, about 80% of the pop-up's sales come from participants. By providing a 20% discount coupon usable at the store, they encouraged attendees to take classes and proceed to purchase products. Song Mo, a woman in her 30s who came from Geumcheon-gu, Seoul, said, "I own many sportswear brands, but wearing Vuori clothes during the class felt comfortable and fresh," adding, "I plan to buy more comfortable clothes that can be worn not only for exercise but also at vacation spots."
Consumer response is also hot. On average, 600 people visit the pop-up store daily. Although about 70 classes were initially prepared for the pop-up period, they sold out quickly, so six additional classes were added.
Vuori is a functional apparel brand launched in California, U.S., in 2015 and is known locally as a representative activewear brand alongside Lululemon and Alo. Since Shinsegae International introduced it to Korea in 2023, its recognition has grown with endorsements from actors Ahn So-hee and Ha Seok-jin.
Vuori aims to blur the line between sportswear and everyday wear. This pop-up also allowed customers to experience clothes that can be worn straight back into daily life after exercising. A Shinsegae International representative stated, "We designed the pop-up as a space to showcase DreamKnit material well," and added, "We will increase recognition by allowing the 2030 generation to experience wellness exercise content they are interested in."
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