Currently, W Concept is one of the top three fashion e-commerce retailers in South Korea and those in New York City now have the chance to discover up-and-coming Asian designers through the URL to IRL pop-up. W Concept's e-commerce platform was launched in 2011 and as of 2015, it expanded into the Chinese and North American markets. W Concept's first retail pop-up stocks 19 brands for shoppers in NYC to discover in person, including Kindersalmon, Maison Marais and J. Chung.
The innovative pop-up is by no means a traditional brick-and-mortar location, as it gives visitors the chance to scan QR codes to purchase products and have them shipped. The shopping experience also includes a floral infinity mirror room and an arcade game room to further entertain guests.