# Fashionable E-Commerce Pop-Ups W Concept's URL to IRL Pop-Up Showcases Emerging Asian Designers By Laura McQuarrie | Published 2019-04-29 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/url-to-irl References: [prnewswire](https://www.prnewswire.com/news-releases/w-concept-lands-in-new-york-with-first-pop-up-url-to-irl-300839116.html) & [us.wconcept](https://us.wconcept.com) 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](https://www.trendhunter.com/trends/beams-japan) through the [URL to IRL pop-up](https://www.trendhunter.com/trends/benemart-concept). 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](https://www.trendhunter.com/trends/knix-popup) and an arcade game room to further entertain guests. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 76% | Activity: 77% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Why This Trend Is Growing - **Asian Designer Showcases:** E-commerce platforms can create pop-up showcases for emerging designers to increase brand exposure and offline sales. - **Scannable QR Codes:** Incorporating scannable QR codes into the shopping experience provides a seamless transition from offline to online purchasing. - **Entertainment-based Retail:** Innovation in retail can include incorporating entertainment elements to create a memorable and unique shopping experience. ### Industries Being Reshaped - **Fashion E-commerce:** Fashion e-commerce companies can utilize pop-up showcases to increase offline brand awareness and sales for emerging designers. - **Retail Technology:** With the integration of scannable QR codes, retail companies can create a seamless shopping experience that connects the offline and online world. - **Entertainment Retail:** Retail companies can incorporate entertainment elements into the shopping experience to attract more customers and create brand loyalty. ## Related on Trend Hunter - [Digital Cosmetics Pop-Ups](https://www.trendhunter.com/trends/digital-pop-up.md) - [K-Beauty Pop-Ups](https://www.trendhunter.com/trends/in-new-york.md) - [Immersive Fashion Pop-Ups](https://www.trendhunter.com/trends/shein-pop-up.md) - [K-POP Group Retail Pop-Ups](https://www.trendhunter.com/trends/blackpink-popup-store.md) - [Immersive Multi-Brand Beauty Pop-Ups](https://www.trendhunter.com/trends/seoul-in-the-city.md) - [Luxury Fabric Pop-Ups](https://www.trendhunter.com/trends/extreme-cashmere-popup.md) - [Wintry Retail Activations](https://www.trendhunter.com/trends/winter-wonderland-popup.md) - [Market-Inspired Pop-Ups](https://www.trendhunter.com/trends/la-plaza-johanna-ortiz.md) - [Immersive Virtual Pop-Ups](https://www.trendhunter.com/trends/benemart-concept.md)