On the 31st, Lotte Department Store said the pop-up will run on the B1 level of Avenuel in Jamsil, Songpa-gu, Seoul, from April 4 through May 8.
Founded in Harajuku, Tokyo, in 1976, BEAMS has grown into Japan’s go-to select shop and a must-visit for travelers. With roughly 170 locations worldwide, this pop-up marks the brand’s first official retail presence in Korea.
The pop-up will feature five distinct lines, including the men’s collection BEAMS, BEAMS BOY—a women’s line inspired by menswear—and the women’s Ray BEAMS. Shoppers can also browse home goods and collaboration pieces with popular labels like New Era.
Highlights include signature items such as the BEAMS BOY denim key holder and the BEAMS BOY logo shopping bag.
To celebrate its Korea debut, BEAMS is launching a “BEAMS Seoul Exclusive” collection available only at the pop-up. Standouts include BEAMS BOY T-shirts and tote bags printed with “BEAMS BOY Seoul” in both Hangul and English. Exclusive artist collaborations will also be on offer, with T-shirts and totes made with Japanese artist Norahi and T-shirts in collaboration with Korean artist Tree13.
The pop-up will also bring culture and art to the forefront. From April 4–6, for three days, Japanese artists Hima and Norahi will take part in autograph sessions and fan events. In addition, Korean photographer Song Si-young worked with BEAMS to produce a series of images that showcase the brand’s look on Seoul’s streets.
“With a long heritage, BEAMS influences not only fashion but culture and the arts worldwide, and it has built a strong following among millennial and Gen Z shoppers in Korea,” said Jin Seung-hyun, head of Lotte Department Store’s fashion division. “We expect many customers to visit the first BEAMS pop-up at Avenuel in Jamsil, and we’ll keep moving quickly to bring global content to our customers.” By Nam Hee-heonn
