Seoul City is hosting a ‘Cool Summer Festa’ pop-up event to offer citizens a sensory summer fashion experience and special hands-on content. The event will be held from July 3rd to 5th at the High Seoul Showroom located on the first floor of the Dongdaemun Design Plaza (DDP) Design Lab.
High Seoul Showroom is an online and offline fashion platform operated by the Seoul City, supporting promising new designer brands in entering domestic and international markets and providing opportunities for order consultations. Since its opening in 2016, over 600 K-fashion brands have leveraged this venue to enter the global stage.
This pop-up event features participation from 17 emerging designer brands housed in the High Seoul Showroom. Of these, 11 brands will conduct onsite sales offering discounts of up to 30%, while the remaining six will exhibit their new summer season products. Unique brands with street fashion vibes, including the brand ‘Doucan’ favored by Blackpink, will propose summer season tailored fashion.
The highlight of the event is the ‘Create Your Own T-shirt’ experience. Citizens visiting the event can create their own t-shirts using the designs of Seoul’s character ‘Haechi’ and the artwork design studio ‘Manji Studio.’ Free t-shirts will be provided to the first 500 participants on a first-come, first-served basis, and personal t-shirts can also be brought for participation.
Since March, Seoul City has been conducting various themed pop-up events at High Seoul Showroom from the first Thursday to Saturday of each month. In March, ten in-house brands that participated in overseas exhibitions in Hong Kong and China achieved a total of 2 billion won in order results, continuing to yield tangible business outcomes.
Additionally, Seoul City plans to support the market expansion of emerging designers by coordinating joint exhibitions and collaborations with online fashion platforms like W-Concept, as well as participating in overseas exhibitions such as High Seoul Fashion Show in line with Autumn Seoul Fashion Week and Coterie in New York.
Shin Seon, head of the Seoul City Beauty Fashion Industry Division, said, “Through this Cool Summer Festa, we hope more citizens will visit the High Seoul Showroom and experience the value of emerging designer brands firsthand,” adding, “We also expect this event to serve as an opportunity for brands to expand their connections with citizens and grow.”