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| Photo provided by HYBE |
HYBE announced on March 23 that it has opened a new pop-up store inside its Yongsan headquarters in Seoul.
The venue, created by partially renovating the first-floor lobby at the Yongsan building, will host rotating installations timed to the album releases of HYBE’s music groups. Each pop-up will be redesigned—both in layout and visual concept—so visitors can fully experience the theme of a given artist’s album. Dominating the front of the space is a large media wall that spans 17.5m (about 57.4 ft) and rises 4m (about 13.1 ft), drawing visitors’ attention. The wall will screen videos tied to each album and pop-up, including music videos, to create an immersive viewing environment.
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For its inaugural activation, the space opened "BTS POP-UP : ARIRANG" on March 20 to coincide with BTS’s new album ARIRANG. The installation runs through April 12 and includes an exhibit of the album alongside official merchandise for purchase. Visitors will encounter large-scale sculptures that visualize the album title and floor graphics featuring the Big Dipper—design elements that reinterpret the record’s traditional Korean aesthetics in a contemporary way.
Visits are being managed through Weverse’s reservation system to prevent overcrowding and ensure a comfortable experience for attendees.
Following the close of "BTS POP-UP : ARIRANG," HYBE will continue to stage pop-ups for its music groups in the same location. Future schedules and details will be announced via the HYBE MERCH official X (formerly Twitter) account and each artist’s official Weverse community.
A HYBE spokesperson said, "We’ve staged many pop-ups off-site to mark album releases and symbolic events. With this new on-site space, we’ll present those activations continuously. We hope the venue will not only provide fans with meaningful artist-related experiences but also add a new point of interest for visitors to the Yongsan area."
[Sports Today reporter Lim Si-ryeong ent@stoo.com]
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