The Milanese leather goods brand Valextra recently opened a pop-up shop in the heart of Seoul's Gangnam district. Catering to the city's fashion crowd, the high-end concept shop featured a beautiful interior and exclusive services such as a leather spa.
The Valextra pop-up opened on March 17th with an event called the Unbuttoned Party. This event introduced the brand's Fall/Winter 2016 collection with a performance by London-based artist Clym Evernden, animated videos celebrating the city of Seoul and an authentic cocktail experience led by the owner of one of Milan's most famous bars. In addition to the interactive activities, guests were also treated to a six-day leather restoration service designed for repairing Valextra accessories. The idea behind the pop-up was to showcase Valextra hip and modern aesthetic, while also emphasizing the brand's commitment to craftsmanship.
The high-end concept shop demonstrates the growing popularity of pop-ups in South Korea, particularly when it comes to luxury brands.
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