W Concept, a contemporary e-commerce platform focused on launching emerging Asian designers in the United States, is set to open its first pop-up. The temporary retail store, entitled URL to IRL, kicks off in New York City.
W Concept launched in 2005 by WIZWID, one of the largest premium fashion e-commerce platforms in Korea, with the idea of promoting Korean culture, travel, art and fashion, thus producing limited-release collections with top Korean designers. It has since become one of the top three fashion e-commerce retailers in South Korea, expanding into the US, Chinese and Canadian markets by hitting its sweet spot with emerging, independent brands and artists.
As the name suggests, URL to IRL will bring its digital offering to life. The pop-up will feature 19 top-performing brands inside the space, including Andersson Bell, Frontrow, Kindersalmon, Maison Marais and J. Chung. Rather than having physical product stocked in-store, customers will shop the Spring/Summer 2019 collections by scanning a QR code – having products shipped directly to their door. Also part of the interactive experience will be a floral infinity mirror room stocked with fresh florals and a swing as well as an arcade room. What’s more, the first 50 guests to arrive on each day will receive gifts. Visitors who access W Concept’s site and share the digital invitation with their friends will get a free Baggu bag as well as a 10% off coupon to use during the pop-up.
URL to IRL is located at 475 Broadway in SoHo and will open on April 26.
Click through the gallery above, to see a selection of products that will be available to shop and be sure to RSVP for the pop-up ahead of time.
W Concept URL to IRL Pop-Up
New York, NY 10013
April 26 – 28 / 11 a.m. – 7 p.m. EST